Impact of consumer innovativeness on risk and new product adoption: a moderating role of Indonesia’s demographic factors

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Consumer innovativeness is an important driver of economic progress and a country’s position in global competition. This study aims to examine the moderating effect of demographic factors of Indonesian consumers on the impact of consumer innovativeness on perceived risk and new product adoption. The type of research chosen is a causal comparative study by using online and offline survey methods. Data were obtained from a sample of 1,000 consumers from 31 provinces. The results showed that the demographic variable became a moderating variable for the impact of consumer innovativeness on new product adoption, but did not play a role in the influence of consumer innovativeness on credit-purchase risk perception. With regard to the influence of consumer innovativeness on credit-purchase risk perception, only social class has a significant effect as a moderating variable. As for the effect of consumer innovativeness on a new product adoption, the variables of marital status, occupation, income, and social class have significant effects. The social class variable consistently becomes a moderating one in both equations. The results of this study are useful for marketers to focus more specifically on their target markets, especially on the diffusion of new product innovations based on demographic characteristics.

Acknowledgment
PDUPT Research Grant by Ministry of Research and Technology of The Republic of Indonesia, 2019.

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    • Table 1. Indicators of variables
    • Table A1. Moderating regression analysis test results
    • Conceptualization
      Anna Triwijayati
    • Formal Analysis
      Anna Triwijayati
    • Methodology
      Anna Triwijayati
    • Software
      Anna Triwijayati
    • Supervision
      Anna Triwijayati
    • Validation
      Anna Triwijayati
    • Writing – original draft
      Anna Triwijayati
    • Writing – review & editing
      Anna Triwijayati
    • Data curation
      Melany, Dian Wijayanti
    • Investigation
      Melany, Dian Wijayanti
    • Project administration
      Melany, Dian Wijayanti
    • Resources
      Melany, Dian Wijayanti