Empirical Study of Consumer Innovativeness Under Social Media Background

Hui-Qin ZHANG, Ying-Fang LIU

Abstract


Based on the survey of 265 after 90s consumers in Chengdu, using AMOS23.0 and SPSS22.0 software to analyze the structural dimensions of consumer innovativeness and their relationship between social network involvement. The results show that there is a significant positive relationship between social network participation and consumer innovativeness. Among them, there is a significant positive relationship between social, functional, hedonic and cognitive creative dimensions and focused search of new product information.

Keywords


Social networks; Consumer innovativeness; Empirical research


DOI
10.12783/dtem/eced2018/23943

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