An empirical study on Customer innovativeness regarding behavioural gap with special reference to smartphone buyers in India

Abstract

Customer innovativeness is one of the traits that decide how conveniently a person tries different or innovative for the products. The purpose of this empirical study is to find the influence of ‘Customer Innovativeness’ (CI) regarding behavioural gap between ‘Purchase Intention’ and ‘Actual Purchase’ with special reference to smartphone buyers in India. The model was empirically tested using questionnaire survey data collected from 475 participants who are vising to smartphone stores. Confirmatory Factor Analysis is used to verify constructs and Structural Equation Modelling is used to find the relation between CI and Intention Behaviour Gap (IBG)... The construct CI comes out to be significantly related to IBG. The study is imperative for the telecom industry which endows a huge amount in understanding consumer behaviour and provides guidance for making diverse promotional strategies for customers. Also, it provides smartphone retailers premise on which they could strategize to counter online sellers.