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Theoretically grounded in TRA (Fishbein and Ajzen 1977), personal values-attitude-behavior hierarchy (Kahle 1983; Schwartz 1992), and the hierarchical consumer innovativeness model (Im et al. 2003), the results demonstrated that personal values had a significant indirect effect on domain-specific variables (i.e., fashion leadership, fashion innovativeness) through innate innovativeness.
Therefore, this study aimed to explore potential drivers of intention to adopt 3D printed fashion products through combining three theoretical lenses: value-attitude hierarchy (Homer and Kahle 1988), the Theory of Reasoned Action (Fishbein and Ajzen 1977), and the hierarchical consumer innovativeness model (Hirschman 1980).
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Regarding the participation of stakeholders, it is known that 'early adopters' are important: [ 21] Rogers described that they show a high degree of innovativeness, are a role model for others and help trigger the critical mass when adopting an innovation [ 21].
The purpose of this study was to examine a hierarchical model of consumer innovativeness in the context of 3D fashion products.
The findings suggest the need to develop a comprehensive and hierarchical research model of consumer innovativeness in relation to the adoption of new technology-driven products.
By developing an extended hierarchy model of consumer innovativeness with personal values, this study provides practical insights to fashion retailers by demonstrating how personal values (i.e., traits) and intention to adopt innovation are linked (Burgess 1992).
This study explores factors that influence consumers' behavioral intention (BI) to use m-advertising by proposing an extension of Unified Theory of Acceptance and Use of Technology (UTAUT) model with personal innovativeness in information technology (PIIT), perceived enjoyment (PEJ) and mobile skillfulness (MS).
There is also a need to study entrepreneurial processes of women founded business models and adopt innovativeness in research method choices.
In later years, Lumpkin and Dess (1996) further refined EO and they suggested a five-dimension model which includes autonomy, innovativeness, risk-taking, pro-activeness and competitive aggressiveness.
For instance, by using a five-dimension EO model, Koe (2013) found that innovativeness, proactiveness, risk-taking, competitive aggressiveness and autonomy positively influenced the performance of government-linked companies (GLCs).
A model of the influences on innovativeness and sustainability in family firms is developed, and the potential contribution of the present study is the identification of constructs that facilitate these strategic outcomes and behaviors that drive growth.
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