An Empirical Research on Consumer Innovativeness in Relation with Hedonic Consumption, Social Identity and Self-Esteem
Consumer innovativeness indicates the the degree of consumers’ tendency to buy new products, services or brands. The focus of this research is the relation of consumer innovativeness with hedonic consumption, social identity and self-esteem. With the purpose of detecting the relations of hedonic consumption, self identity and self-esteem with consumer innovativeness, a quantitative research has been carried out. The survey instrument has been formed by using four scales from the existing literature. The universe of the research has been detected as the students of University of Turin – Italy. Due to the fact that the universe comprised of Italians, the survey instrument was translated from its original language English to Italian by using the methods of back-translation and pre-test. In accordance with the descriptional and relational model of research, several tests were applied to the data using SPSS and Lisrel. Finally results have been analyzed and discussed.