Program

Poster
PS28P-13-82

The relationship between consumers' face conscious and new product adoption: The moderation effects of consumer knowledge and product complexity

[Speaker] Yuan, Huyixin:1
[Co-author] Wang, Li:1
1:Tongji University (China (People's Republic of China))

Taking as the theoretical basis of face conscious in consumer behavior research, the present study examines the effects of consumers' face conscious on their adoption of new product, in particular, the moderating role of consumer knowledge and product complexity. The results indicate that: (1) consumers' face conscious had significantly positive effect on their adoption of new product; (2) consumer knowledge and product complexity significantly moderated the effect of face conscious on new product adoption. Specifically, under the scenario of high product complexity, face conscious has a negative impact on new product adoption if consumers have low knowledge, whereas a positive impact when consumers have high knowledge. Under the scenario of low product complexity, face conscious has a positive impact on new product adoption no matter how high the consumers' knowledge is. This study adds knowledge to current literature in product innovation, and provides some guidelines for promoting new product commercialization.
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