Hedonic Consumption Mediating the Relationship between Consumer Psycho-Demographic Characteristics and Consumer Adoption of Innovation

  • Azza El Borsaly

Abstract

Abstract--The study explores how consumers react differently when companies introduce new products. The study focus on the hedonic consumption as an approach for consumer behavior. It examines the demographic and psychographic characteristics that illustrate consumer hedonic consumption. The study employs VALS framework to understand consumer reaction and propensity to innovation andĀ  adopts Rogers' five steps framework (1) to clarify consumer adoption to innovation. The statistical sample consists of 420 UAE consumersĀ  drawn randomly from the market and universities and colleges. The results indicate that some demographic and psychographic characteristics have significant relationship with consumer hedonic consumption and new product adoption.

Published
Mar 29, 2017
How to Cite
BORSALY, Azza El. Hedonic Consumption Mediating the Relationship between Consumer Psycho-Demographic Characteristics and Consumer Adoption of Innovation. International Journal of Business Administration and Management Research(ISSN Online: 2412-4346), [S.l.], v. 3, n. 1, p. 41-45, mar. 2017. ISSN 2412-4346. Available at: <http://www.researchplusjournals.com/index.php/IJBAMR/article/view/249>. Date accessed: 26 july 2017. doi: http://dx.doi.org/10.24178/ijbamr.2017.3.1.41.