The Influence of Innovativeness Compatibility on Consumers' Online Purchase Intention on the Creative Product: A Case Study of Fashion

Innovativeness is the key concept included in the creation process and sale process of creative product and innovativeness compatibility decides whether consumers would accept creative product. Based on the technology acceptance model (TAM), surveying 651 consumers in the internet environment, this paper found that product innovativeness compatibility positively forecasted consumers' online purchase attitude and intention on creative product and consumers' perceived usefulness and ease took as the mediators, but there wasn't distinct relationship between product innovativeness compatibility and consumers' perceived safe in the internet environment; internet innovativeness compatibility positively forecasted consumers' online purchase attitude and intention on creative product and consumers' perceived usefulness, ease and safe took as the mediators.