The Effect Of Consumer Innovativeness And Need For Uniqueness On The Willingness Of New Product Adoption

Scholars and entrepreneurs have been focused on the market diffusion about new product. If the enterprise want to keep the core advantage, it is necessary to keep innovating in the rapidly changing market environment, only by constantly developing the new products, the enterprise can meet customers’ changing shopping needs and keep ideal market share. Although new product strategy can help enterprises keep sustained developing trend, it also makes the enterprises face lots of risk. How to make a new product be well accepted by consumers? Which consumers are more likely to buy innovative products, how to identify the consumer? Are there any rules during the process of marketing among the successful new products? Scholars and entrepreneurs will pay sustained attention on the series of problems.This study focus on the relationship of consumer innovativeness, need for uniqueness and the willingness of new product adoption. When study the relationship of consumer innovativeness and need for uniqueness, we discusses the influence of self-esteem to the relationship. In the need for uniqueness and the willingness of new product adoption study, in order to help enterprises carry out effective new product diffusion, we introduced new product preannouncement and customer participation in new product development as moderator variables, trying to build a more effective model from the perspective of enterprise marketing strategy and exploring the effective factors that influence new product adoption.In the study of consumer innovativeness, need for uniqueness and the willingness of new product adoption. The results show that, consumer innovativeness has positive impacts on the need for uniqueness and the willingness of new product adoption. The consumer innovativeness has positive impacts on creative choice, unpopular choice and avoidance of similarity. Need for uniqueness and creative choice play a medium role between the relationship of consumer innovativeness and the willingness of new product adoption. The self-esteem plays a moderating role between the relationship of the consumer innovativeness and need for uniqueness. Between the study of need for uniqueness and the willingness of new product adoption, the new product preannouncement and customer participation in new product development play a moderating role during the relationship, both of them can increase the willingness of new product adoption.If new products want to be well accepted by consumers, it need to have a in-depth knowledge of consumers and know about the inner personal traits and needs of consumers. The enterprises shoud establish the data model of the personal traits to quantify the strength of demand, it can help them find more potential consumers. Secondly, the enterprises can use the way of new product preannouncement and customer participation in new product development as effective marketing strategies, for they can enhance consumer acceptance of new products and help enterprises’ new product diffuse quickly and efficiently.