| Abstract [eng] |
The research directions of consumer innovativeness and technology acceptance are discussed, and the articles related to these topics are analysed in this Master’s degree final project. During scientific literature analysis, a new attitude towards consumer innovativeness was found. It is a motivated consumer innovativeness (MCI), which states that consumer’s behaviour depends on their motivations. Scientific literature analysis of motivated consumer innovativeness revealed that only relationships between MCI, attitude and behavioural intentions were explored. A scientific gap was noticed between a consumer’s intentions and the purchase behaviour. To reduce this gap, scientists decided to consider not only the consumer’s behavioural intentions, but their willingness to pay more as well. The research object of Master’s degree final project is the relationships between MCI, attitude and behavioural intentions. The purpose is to theoretically justify and empirically test relationships between motivated consumer innovativeness, attitude, and behavioural intentions. A conceptual model of the motivated consumer innovativeness, attitude and behavioural intentions was designed, research methodology was prepared, and an empirical research of Lithuanian consumers was accomplished. Using an online survey empirical evidence was gathered while a descriptive analysis, bivariate correlations, regression, and nonparametric tests were used for a statistical data analysis. The research results showed that functional, hedonic, and social dimensions of motivated consumer’s innovativeness have a positive effect on attitude and behavioural intentions. Moreover, consumers attitude to high technology products positively affects their intentions to use smart doorbell and their willingness to pay more for it. The results of empirical research did not reveal the influence of cognitive dimension on consumers attitude and behavioural intentions. |
