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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 the effects of attitude and subjective norm on their purchase intention. The relationship between attitude and purchase intention is stronger for consumers who perceive the product to be more innovative than those who perceive it to be less innovative. In contrast, the relationship between subjective norm and purchase intention weakens for consumers who have more product knowledge. Based on the findings, we offer managerial implications and directions for future research.
Fu et al. (Mon,) studied this question.