Relationships among consumer innovativeness, learning, and global product purchases: Store manager perspectives in retailing

Our study aims to provide a new perspective on the relationship between consumer innovativeness (i.e., social, functional, cognitive, and hedonic) and global purchases by considering consumers’ global product learning and store managers’ interactions with consumers. Using structural equation modeling on data from 500 Japanese consumers, our findings reveal that global product learning fully mediates the impact of diverse aspects of consumer innovativeness (excluding the non-significant functional sub-dimension) on consumers’ global product purchase behavior. Additionally, we highlight the critical role of store managers in influencing consumer behavior toward global products by demonstrating that store managers’ interactions with consumers strengthen the effect of consumers’ global product learning on their purchase behavior. Our results offer significant insights into the dynamics of consumer innovativeness and the impact of store managers on global product purchases, thereby filling a gap in the retailing and marketing literature. • The relationship between consumer innovativeness and global product purchase behavior. • The mediating role of consumers' global product learning as a learning process. • The moderating role of store managers' interactions with consumers in enhancing the effect of consumer learning.