Strategic recommendations for new product adoption in the Chinese market

This study extended current understandings of the relationships among domain specific innovativeness (DSI), the desire for unique consumer products (DUCPs), perceived new product characteristics (PNPCs), and Chinese consumers’ new product adoption behavior. It also investigated the indirect effect of vicarious learning behavior on Chinese consumers’ acceptance of new products. Data was collected in Shanghai, China. The results demonstrated that DSI and PNPCs were the primary drivers of new product adoption. The study also showed that PNPCs played a mediating role in the relationship between vicarious learning and the adoption of new products by Chinese consumers. The results confirmed the predictive power of DSI and how PNPCs affect Chinese innovative buying behavior. The results also suggest that PNPCs facilitate Chinese consumers’ new product learning behavior.