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Innovativeness (Use)

INNOUSEConsumer motivation to explore new uses and applications of a product
5 items 2004 α .81 Free Shih, C. F., & Venkatesh, A.

What it measures

Five items measure a consumer's curiosity about and motivation to experiment with a product by finding new and different ways to use it.

Citation

Shih, C. F., & Venkatesh, A. (2004). Beyond adoption: Development and application of a use-diffusion model. Journal of Marketing, 68(1), 59–72.

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