Testing the Serially Mediating Role of Consumer, Perceived Product and Brand Innovativeness in Services

Abstract

The purpose of the study is to investigate the serially mediating role of consumer, perceived product and brand innovativeness between product type (goods vs services) and consumer responses which are brand attitude, purchase intention and willingness to pay more. Two scenarios were developed and directed to participants together with survey questions. The hypotheses were tested with Model 6 of the process macro in SPSS. The findings revealed that the serial mediation of innovativeness types is effective for services increasing consumers’ brand attitude and purchase intention.

Keywords

• Consumer Innovativeness
• Perceived Product Innovativeness
• Brand Innovativeness
• Serial Mediation Analysis

Tüketici, Algılanan Ürün ve Marka Yenilikçiliğinin Seri Aracılık Rolünün Hizmetlerde Test Edilmesi

Abstract

Çalışmanın amacı tüketici, algılanan ürün ve marka yenilikçiliğinin, ürün türü (mal ve hizmet) ile tüketici davranışları (markaya yönelik tutum, satın alma niyeti ve daha fazla ödeme isteği) arasındaki ilişkideki seri aracılık rolünü araştırmaktır. Bu doğrultuda geliştirilen iki senaryo anket sorularıyla birlikte katılımcılara yönlendirilmiştir. Hipotezler SPSS process makrosu Model 6 ile test edilmiştir. Bulgular, araştırmaya konu yenilikçilik türlerinin seri aracılık etkisinin, tüketicilerin markaya yönelik tutumunu ve satın alma niyetini hizmetler için mallara kıyasla daha fazla artırdığını ortaya koymuştur.

Keywords

• Tüketici Yenilikçiliği
• Algılanan Ürün Yenilikçiliği
• Marka Yenilikçiliği
• Seri Aracılık Etkisi

References

1. Aaker, D. (2007). Innovation: Brand it or lose it. California Management Review, 50(1), 8–24.
2. Adapa, S., Fazal-e-Hasan, S. M., Makam, S. B., Azeem, M. M., & Mortimer, G. (2020). Examining the antecedents and consequences of perceived shopping value through smart retail technology. Journal of Retailing and Consumer Services, 52, 101901. https://doi.org/10.1016/j.jretconser.2019.101901
3. Alexander, D. L., Lynch Jr., J. G., & Wang, Q. (2008). As time goes by: Do cold feet follow warm intentions for really new versus incrementally new products? Journal of Marketing Research, 45, 307–319.
4. Bartels, J., & Reinders, M. J. (2011). Consumer innovativeness and its correlates: A propositional inventory for future research. Journal of Business Research, 64(6), 601–609. https://doi.org/10.1016/j.jbusres.2010.05.002
5. Berry, L. L., Shankar, V., Parish, J. T., Cadwallader, S., & Dotzel, T. (2006). creating new markets through service innovation. MIT Sloan Management Review, 47(2), 56–63.
6. Boisvert, J., & Ashill, N. J. (2011). How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement. Journal of Services Marketing, 25(7), 517–527. https://doi.org/10.1108/08876041111173642
7. Boisvert, J., & Khan, M. S. (2022). Toward a better understanding of the main antecedents and outcomes of consumer-based perceived product innovativeness. Journal of Strategic Marketing, 30(3), 296–319. https://doi.org/10.1080/0965254X.2020.1807589
8. Bowen, J., & Ford, R. C. (2002). Managing service organizations: Does having a “thing” make a difference? Journal of Management, 28(3), 447–469.

9. Brexendorf, T. O., Bayus, B., & Keller, K. L. (2015). Understanding the interplay between brand and innovation management: Findings and future research directions. Journal of the Academy of Marketing Science, 43(5), 548–557. https://doi.org/10.1007/s11747-015-0445-6
10. Cainelli, G., Evangelista, R., & Savona, M. (2006). Innovation and economic performance in services: A firm-level analysis. Cambridge Journal of Economics, 30, 435–458.
11. Calantone, R. J., Chan, K., & Cui, A. S. (2006). Decomposing product innovativeness and its effects on new product success. Journal of Product Innovation Management, 23(5), 408–421. https://doi.org/10.1111/j.1540-5885.2006.00213.x
12. Chao, C.-W., & Reid, M. (2016). Does consumer innovativeness influence Western and eastern customers’ really new product adoption behavior differently? In: Campbell, C., Ma, J. (eds) Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. (pp. 690–696). https://doi.org/10.1007/978-3-319-24184-5_168
13. Citrin, A. V., Sprott, D. E., Silverman, S. N., & Stem, D. E. (2000). Adoption of Internet shopping: the role of consumer innovativeness. Industrial Management and Data Systems, 100(7), 294–300. http://www.emerald-library.com
14. Clark, R. A., & Goldsmith, R. E. (2006). Interpersonal influence and consumer innovativeness. International Journal of Consumer Studies, 30(1), 34–43. https://doi.org/10.1111/j.1470-6431.2005.00435.x
15. Coelho, F. J. F., Bairrada, C. M., & de Matos Coelho, A. F. (2020). Functional brand qualities and perceived value: The mediating role of brand experience and brand personality. Psychology & Marketing, 37(1), 41–55. https://doi.org/10.1002/mar.21279
16. den Hertog, P., van der Aa, W., & de Jong, M. W. (2010). Capabilities for managing service innovation: towards a conceptual framework. Journal of Service Management, 21(4), 490–514. https://doi.org/10.1108/09564231011066123
17. Eisingerich, A. B., & Rubera, G. (2010). Drivers of brand commitment: A cross-national investigation. Journal of International Marketing, 18(2), 64–79. https://doi.org/10.1509/jimk.18.2.64
18. Eryigit, C. (2020). Consumer innovativeness: A literature review. Marketing and Management of Innovations, 3, 106–119. https://doi.org/10.21272/mmi.2020.3-08
19. Ettlie, J. E., & Rosenthal, S. R. (2011). Service versus manufacturing innovation. Journal of Product Innovation Management, 28(2), 285–299. https://doi.org/10.1111/j.1540-5885.2011.00797.x
20. Falkenreck, C., & Wagner, R. (2011). The impact of perceived innovativeness on maintaining a buyer-seller relationship in health care markets: A cross-cultural study. Journal of Marketing Management, 27(3–4), 225–242. https://doi.org/10.1080/0267257X.2011.545672
21. Fu, F., & Elliott, M. (2013). The moderating effect of perceived product innovativeness and product knowledge on new product adoption: An integrated model. Journal of Marketing Theory and Practice, 21(3), 257–272. https://doi.org/10.2753/MTP1069-6679210302
22. Goldsmith, R. E., Freiden, J. B., & Eastman, J. K. (1995). The generality/specificity issue in consumer innovativeness research. Technovation, 15(10), 601–612. https://doi.org/10.1016/0166-4972(95)99328-D
23. Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Science, 19(3), 209–221.
24. Hair, J. F., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). Cengage.
25. Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.
26. Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based perspective (2nd ed.). Guilford Publications.
27. Henard, D. H., & Dacin, P. A. (2010). Reputation for product innovation: Its impact on consumers. Journal of Product Innovation Management, 27(3), 321–335. https://doi.org/10.1111/j.1540-5885.2010.00719.x
28. Hetet, B., Ackermann, C.-L., & Mathieu, J.-P. (2020). The role of brand innovativeness on attitudes towards new products marketed by the brand. Journal of Product & Brand Management, 29(5), 569–581. https://doi.org/10.1108/JPBM-02-2019-2243
29. Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research, 7(3). https://www.jstor.org/stable/2489013
30. Huaman-Ramirez, R., Albert, N., & Merunka, D. (2019). Are global brands trustworthy?: The role of brand affect, brand innovativeness, and consumer ethnocentrism. European Business Review, 31(6), 926–946. https://doi.org/10.1108/EBR-11-2017-0202
31. Hubert, M., Florack, A., Gattringer, R., Eberhardt, T., Enkel, E., & Kenning, P. (2017). Flag up! – Flagship products as important drivers of perceived brand innovativeness. Journal of Business Research, 71, 154–163. https://doi.org/10.1016/j.jbusres.2016.09.001
32. Hwang, J., Kim, H., & Kim, W. (2019). Investigating motivated consumer innovativeness in the context of drone food delivery services. Journal of Hospitality and Tourism Management, 38, 102–110. https://doi.org/10.1016/j.jhtm.2019.01.004
33. Hwang, J., Lee, J.-S., & Kim, H. (2019). Perceived innovativeness of drone food delivery services and its impacts on attitude and behavioral intentions: The moderating role of gender and age. International Journal of Hospitality Management, 81, 94–103. https://doi.org/10.1016/j.ijhm.2019.03.002
34. Jeong, S. C., Kim, S.-H., Park, J. Y., & Choi, B. (2017). Domain-specific innovativeness and new product adoption: A case of wearable devices. Telematics and Informatics, 34(5), 399–412. https://doi.org/10.1016/j.tele.2016.09.001
35. Jürgensen, K., & Guesalaga, R. (2018). Young consumers’ innovativeness in apparel choices: A model including consumer self‐confidence. International Journal of Consumer Studies, 42(2), 255–263. https://doi.org/10.1111/ijcs.12414
36. Kim, Y-H & Kim, Y-K (2017) A technology-fashion collaborative product: Its impact on consumer attitudes and purchase intention, Journal of Global Fashion Marketing, 8:4, 283-297, https://doi.org/10.1080/20932685.2017.1348240
37. Klink, R. R., & Athaide, G. A. (2010). Consumer innovativeness and the use of new versus extended brand names for new products. Journal of Product Innovation Management, 27(1), 23–32. https://doi.org/10.1111/j.1540-5885.2009.00697.x
38. Krishnan, B. C., & Hartline, M. D. (2001). Brand equity: Is it more important in services? Journal of Services Marketing, 15(5), 328–342.
39. Kunz, W., Schmitt, B., & Meyer, A. (2011). How does perceived firm innovativeness affect the consumer? Journal of Business Research, 64(8), 816–822. https://doi.org/10.1016/j.jbusres.2010.10.005
40. Lin, J., Lobo, A., & Leckie, C. (2019). The influence of green brand innovativeness and value perception on brand loyalty: the moderating role of green knowledge. Journal of Strategic Marketing, 27(1), 81–95. https://doi.org/10.1080/0965254X.2017.1384044
41. Lin, J., & Zhou, Z. (2022). The positioning of green brands in enhancing their image: the mediating roles of green brand innovativeness and green perceived value. International Journal of Emerging Markets, 17(6), 1404–1424. https://doi.org/10.1108/IJOEM-06-2020-0657
42. Malik, F., & Malik, U. İ. (2019). Factors effecting brand love: Mediating role of brand uniqueness and moderating role of product involvement. ISSRA Papers, 11 (II), 85–106.
43. Michel, S., Brown, S. W., & Gallan, A. S. (2008). An expanded and strategic view of discontinuous innovations: deploying a service-dominant logic. Journal of the Academy of Marketing Science, 36(1), 54–66. https://doi.org/10.1007/s11747-007-0066-9
44. Midgley, D. F., & Dowling, G. R. (1978). Innovativeness: The concept and its measurement. Journal of Consumer Research, 4(4). https://about.jstor.org/terms
45. Nasierowski, W., & Arcelus, F. J. (2012). What is innovativeness: A literature review. Foundations of Management, 4(1), 63–74. https://doi.org/10.2478/fman-2013-0004
46. Naz, S., Asrar-ul-Haq, M., Iqbal, A., & Ahmed, M. (2023). Relationship between brand innovativeness and customer satisfaction: a moderated mediation model from Generation M perspective. Journal of Islamic Marketing, 14(11), 2928–2948. https://doi.org/10.1108/JIMA-01-2022-0029
47. Nguyen, B., Yu, X., Melewar, T. C., & Gupta, S. (2016). Critical brand innovation factors (CBIF): Understanding innovation and market performance in the Chinese high-tech service industry. Journal of Business Research, 69(7), 2471–2479. https://doi.org/10.1016/j.jbusres.2016.02.016
48. O’Rourke, H. P., & MacKinnon, D. P. (2018). Reasons for testing mediation in the absence of an intervention effect: A research imperative in prevention and intervention research. Journal of Studies on Alcohol and Drugs, 79(2), 171–181. https://doi.org/10.15288/jsad.2018.79.171
49. Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1/2), 2–28. https://doi.org/10.1108/EJM-01-2014-0020
50. Park, H., Davis Burns, L., & Rabolt, N. J. (2007). Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders. Journal of Fashion Marketing and Management: An International Journal, 11(2), 201–214. https://doi.org/10.1108/13612020710751383
51. Pauwels, K., Silva-Risso, J., Srinivasan, S., Hanssens, D. M., & Hanssens is Bud Knapp Professor of Marketing, D. M. (2004). New products, sales promotions, and firm value: The case of the automobile industry. Journal of Marketing, 68(4), 142-156.
52. Pesämaa, O., Zwikael, O., Hair, J. F., & Huemann, M. (2021). Publishing quantitative papers with rigor and transparency. International Journal of Project Management, 39(3), 217–222. https://doi.org/10.1016/j.ijproman.2021.03.001
53. Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior Research Methods, Instruments, & Computers, 36(4), 717–731.
54. Quellet, J.-F. (2006). The mixed effects of brand innovativeness and consumer innovativeness on attitude towards the brand. Proceedings of the Annual Conference of the Administrative Sciences Association of Canada, 310–324.
55. Reisenwitz, T., Iyer, R., Kuhlmeier, D. B., & Eastman, J. K. (2007). The elderly’s internet usage: an updated look. Journal of Consumer Marketing, 24(7), 406–418. https://doi.org/10.1108/07363760710834825
56. Schreier, M., Fuchs, C., Dahl, D. W. (2012). The innovation effect of user design: Exploring consumers’ innovation perceptions of firms selling products designed by users. Journal of Marketing, 76, 18–32.
57. Shams, R., Alpert, F., & Brown, M. (2015). Consumer perceived brand innovativeness. European Journal of Marketing, 49(9/10), 1589–1615. https://doi.org/10.1108/EJM-05-2013-0240
58. Shams, R., Brown, M., & Alpert, F. (2020). A model and empirical test of evolving consumer perceived brand innovativeness and its two-way relationship with consumer perceived product innovativeness. Australasian Marketing Journal, 28(4), 171–180. https://doi.org/10.1016/j.ausmj.2020.04.006
59. Smith, J. M., & Harper, D. (2003). Animal Signals. Oxford University Press.
60. Sorescu, A. B., & Spanjol, J. (2008). Innovation’s effect on firm value and risk: Insights from consumer packaged goods. Journal of Marketing, 72(March), 114–132.
61. Spence, A. M. (1974). Market signaling: Informational transfer in hiring and related screening processes. Harvard University Press.
62. Srivastava, N., Dash, S., & Mookerjee, A. (2016). Determinants of brand trust in high inherent risk products: The moderating role of education and working status. Marketing Intelligence & Planning, 34(3). https://doi.org/10.1108/MIP-01-2015-0004
63. Steenkamp, J.-B. E. M., Hofstede, F. ter, & Wedel, M. (1999). A cross-national investigation into the individual and national cultural antecedents of consumer innovativeness. Journal of Marketing, 63(April), 55–69.
64. Stock, R. M. (2011). How does product program innovativeness affect customer satisfaction? A comparison of goods and services. Journal of the Academy of Marketing Science, 39(6), 813–827. https://doi.org/10.1007/s11747-010-0215-4
65. Szymanski, D. M., Kroff, M. W., & Troy, L. C. (2007). Innovativeness and new product success: insights from the cumulative evidence. Journal of the Academy of Marketing Science, 35(1), 35–52. https://doi.org/10.1007/s11747-006-0014-0
66. Tellis, G. J., Yin, E., & Bell, S. (2009). Global consumer innovativeness: Cross-country differences and demographic commonalities. Global Consumer Innovativeness, 17(2), 1–22.
67. Wong, A., & Haque, M. (2021). Understanding the brand and website effects of online loyalty: a mediation perspective. Journal of Marketing Management, 1–36. https://doi.org/10.1080/0267257X.2021.1949378
68. Xu, Z., Tong, Y., & Ye, M. (2024). How product-background color combinations influence perceived brand innovativeness. Journal of Retailing and Consumer Services, 81. https://doi.org/10.1016/j.jretconser.2024.103965
69. Yang, M., & Wang, M. (2024). Brand innovativeness and brand equity: the mediating role of brand attitude and the moderating role of perceived brand ethicality. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-03-2023-4407
70. Zahavi, A. (1975). Mate selection—a selection for a handicap. Journal of Theoretical Biology, 53(1), 205–214. Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. Journal of Marketing, 49(2), 33–46.
71. Zhang, F., Sun, S., Liu, C., & Chang, V. (2020). Consumer innovativeness, product innovation and smart toys. Electronic Commerce Research and Applications, 41. https://doi.org/10.1016/j.elerap.2020.100974
72. Zhang, H., Liang, X., & Wang, S. (2016). Customer value anticipation, product innovativeness, and customer lifetime value: The moderating role of advertising strategy. Journal of Business Research, 69(9), 3725–3730. https://doi.org/10.1016/j.jbusres.2015.09.018