Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia

Research Article

Consumer Innovativeness: Are Indonesian Consumers’ First Adopters or Risk Seekers?

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  • @INPROCEEDINGS{10.4108/eai.17-12-2022.2333230,
        author={Anna  Triwijayati},
        title={Consumer Innovativeness: Are Indonesian Consumers’ First Adopters or Risk Seekers?},
        proceedings={Proceedings of the International Conference on Economic, Management, Business and Accounting, ICEMBA 2022, 17 December 2022, Tanjungpinang, Riau Islands, Indonesia},
        publisher={EAI},
        proceedings_a={ICEMBA},
        year={2023},
        month={6},
        keywords={innovativeness; consumer; risk; adoption; new product; demographic},
        doi={10.4108/eai.17-12-2022.2333230}
    }
    
  • Anna Triwijayati
    Year: 2023
    Consumer Innovativeness: Are Indonesian Consumers’ First Adopters or Risk Seekers?
    ICEMBA
    EAI
    DOI: 10.4108/eai.17-12-2022.2333230
Anna Triwijayati1,*
  • 1: Management Department, Ma Chung University, Malang, Indonesia
*Contact email: anna.triwijayati@machung.ac.id

Abstract

The speed of new product adoption and of risk tolerance are important features of the consumer innovativeness. This study aims to examine the demographic factors of Indonesian consumers in relation to differences in consumer innovativeness, perceived risk, and innovation adoption as well as the trend towards consumer innovativeness in perceived risk, and the adoption of innovation among Indonesian consumers. This study is a causal comparative research. This study took 1000 samples of Indonesian consumers from various provinces and tribes, which were taken based on online and offline survey. Data were analyzed using MANOVA and Discriminant Analysis. The results showed that in general the demographic factors of Indonesian consumers leaned toward consumer innovativeness and perceived risk because more than eight out of ten demographic aspects distinguished the two variables compared to innovation adoption. This research shows that consumer innovators tend to be men, have the courage to take credit risks, are young, have high income, and are married. The results of this study are useful for marketers to focus more on their target market, especially on the diffusion of innovation and product introduction stages.