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Abstract
The present study aims to investigate the impact of consumer”™s innovations on acceptance of a new product. The present research is applied in terms of purpose, and is a descriptive survey type in terms of nature and method. The statistical population of the present study is the buyers of Amir Great Commercial Complex in Mashhad within a twenty days period. In order to achieve sample size, available non-random sampling method has been used. For this purpose, the principle of 5-10 times the number of observed variables was used; and in order to achieve sufficient amount of Hoelter index, AMOS software was used and 210 persons were considered as the statistical sample. The data collection tool was a researcher-made questionnaire. Its validity and reliability were examined and confirmed by exploratory-confirmatory factor analysis and Cronbach”™s alpha, respectively. In order to analyze the data and test the hypotheses, SPSS and AMOS software programs were used and the results showed that cognitive innovation of the consumer impacts acceptance of new product; also, emotional innovation of the consumer impacts acceptance of new product. At the end, some recommendations have been presented.
References
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