Although the present study tried to make use of reliable measurements in order to get reliable results, it still contains various limitations. First of all, the study looked to compare the effect of consumer innovativeness on the adoption of both service and product innovation, while also analyzing whether perceived value mediated this effect. In order to test this the present study only used a single questionnaire where every respondent answered questions for both dependent variables. There were two reasons for this. The first reason was a lack of time to carry out two independent studies, while another reason was that combining the measures and respondents are beneficial for increasing the precision of the results and the likelihood of normally distributed data (Hanneman, 2008). However, a downside of every respondent answering all the questions is order-effect bias. This bias is present in self-administered questionnaires and means that the order of the questions influences the respondents answers (Serenko, & Bontis, 2013). Though, the present study tried to minimize this bias by changing the view order of half the respondents, where half of the respondents started questions regarding service innovations and the other half questions regarding product innovations. Yet, it is still possible that order-effect bias influenced respondents’ answers of the questionnaires. Therefore, future research can avoid order-effect bias by carrying out two separate questionnaires. Even though two questionnaires would solve the order-effect bias, future research still need to make sure that both samples are comparable by having similar populations.
Second of all, in contrary to previous research, the present study did not ask about one specific service or product innovation (e.g. internet banking; Chauhan et al., 2019). Instead the present study asked about consumers’ general opinion of both service and product innovations,
47 while including 2 examples of these types of innovations. By giving the respondents the option to think about the innovations themselves rather than asking about one specific innovation, it is possible that respondents recalled different types of services or products more easily than other services or products. This is called recall bias, where there is a difference in the accuracy of recalling a specific subject (Infante-Rivard & Jacques, 2000). For example, respondents recall a strongly positive or negative experience with a new service better than a neutral experience with a new service, which in turn has an effect on their opinion of innovative services.
Therefore, future studies should ask about a specific innovative service or product, preferably in different contexts than previously studied (e.g. online payment).
Finally, the reliability analysis for the measure of consumer innovativeness showed that the measure was unreliable (α = .69). Although the measure of consumer innovativeness was adopted from a previous study where the scale was reliable, there could be various reasons why the measure was unreliable in the present study. Firstly, the present study had one questionnaire available in two languages, one in English and one in Dutch, where the Dutch questionnaire was made with the use of translation. It is possible that the measure its reliability by means of translation. Nevertheless the measure was still used in the analysis. The subsequent analyses to test the hypotheses showed that consumer innovativeness did not have a direct effect on the dependent variables. However, it is possible that different results could have been found if the present study made use of a reliable measure. Therefore, it is advised that future research should look to use a reliable scale in order to acquire reliable results. In order to achieve this they should either adopt the measure for consumer innovativeness from different studies or develop a measure themselves.
48 Conclusion
The goal of this study was to examine the effect of consumer innovativeness on the resistance to the adoption of both service and product innovations, specifically by comparing the effect on both types of innovations. This lead to the following research question: How does consumer innovativeness affect consumer resistance to the adoption of service innovations compared to product innovations?
The proposed research question was empirically tested with the use of an online questionnaire, where 131 questionnaires were started and 125 questionnaires finished.
Consumer innovativeness was regarded as innate innovativeness using innovativeness as a personality trait. Meanwhile the resistance to the adoption of innovation was measured by factors that prevent consumers from adoption, instead of factors that measure the reasons for adoption. Additionally, the study examined whether perceived value influenced this effect via mediation. The findings showed that consumer innovativeness does not affect the resistance to the adoption of both service and product innovations. However, consumer innovativeness in combination with the mediating variable perceived value had a negative effect on the resistance to the adoption of both service and product innovations.
Concluding, consumer innovativeness, only in combination with perceived value, negatively affects the resistance to the adoption of both service and product innovations. There was no direct effect of consumer innovativeness on the resistance to the adoption of both service and product innovations.
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60 Appendix 1: Online questionnaire
Demographical questions.
1. Gender (1 = male, 2 = female, 3 = other, 4 = rather not say) 2. Age
3. Highest level of education (1 = Primary school, 2= Pre-vocational secondary education (VMBO), 3 = Senior general secondary education (HAVO), 4 = Pre university education (VWO), 5 = Secondary vocational education (MBO), 6 = Higher professional education Bachelor (HBO Bachelor), 7 = Higher professional education Master (HBO Master), 8 = University education Bachelor (WO Bachelor), 9 = University education Master (WO Master), 10 = other, [text entry])
Independent variable. (1 = strongly disagree, 5 = strongly agree) 4. The design of new products or services are attractive to me.
5. Using new products or services would provide a novel experience.
6. I feel more important when using new products or services.
7. I would like to follow global trends rather sticking to traditions.
8. Using new products or services would improve my image.
9. People think positively of me when I use a new product or service.
Mediating variable: service innovation. (1 = strongly disagree, 5 = strongly agree) 10. New services are easy to use.
11. New services increase my productivity.
12. New services have relative advantages over familiar services.
13. New services have good functional performance.
14. I am certain in my evaluation when buying a new services.
Dependent variable: service innovation. (1 = strongly disagree, 5 = strongly agree) 15. In sum, a possible use of new services would cause problems that I don't need.
61 16. I would be making a mistake by using new services.
17. The use of new services would be connected with too many uncertainties.
18. The use of new services are not for me.
19. I'm likely to be opposed to the use new services.
Mediating variable: product innovation. (1 = strongly disagree, 5 = strongly agree) 20. New products are easy to use.
21. New products increase my productivity.
22. New products have relative advantages over familiar products.
23. New products have good functional performance.
24. I am certain in my evaluation when buying a new products.
Dependent variable: product innovation. (1 = strongly disagree, 5 = strongly agree) 25. In sum, a possible use of new products would cause problems that I don't need.
26. I would be making a mistake by using new products.
27. The use of new products would be connected with too many uncertainties.
28. The use of new products are not for me.
29. I'm likely to be opposed to the use new products.
62 Appendix 2
Appendix 3
63 Appendix 4
Appendix 5