Desire for Unique Consumer Product as a Mediator between Consumer Innovativeness and New Product Adoption Behavior

This particular review designed to measure mediating role of desire for unique consumer product between consumer innovativeness and new product adoption behavior. A survey methodology was used to collect the data from the students of different universities. Structural regression (SR) model was used to test the proposed hypothesis. The results display that although consumer innovativeness has significant influence on desire for unique consumer product and also on the variables of new product adoption behavior such as consumer novelty seeking for the early product adoption behavior of the customers and consumer independent judgement making for the later product adoption behavior of the customers. The result also shows that desire for unique consumer product is not playing the mediating role between the consumer innovativeness and new product adoption behavior because desire for unique consumer product has no significant influence on the variables of new product adoption behavior