The Moderating Effect of Perceived Product Innovativeness and Product Knowledge on New Product Adoption: An Integrated Model

Incorporating the theory of reasoned action and the elaboration likelihood model, this paper examines the effects of perceived product innovativeness and product knowledge on consumers' intention to purchase and willingness to pay for a consumer technology product. Responses from 312 study participants reveal that perceived product innovativeness and product knowledge not only influence consumers' purchase intention directly but also moderate...