Consumer use innovative behavior: An approach toward its causes

This study attempts to understand innovative product usage behavior by investigating the causes of this behavior. Use and purchase in innovative behavior are compared to each other in terms of the causes of these behaviors, The conceptual model of use innovative behavior is tested for the clothing product. The model supports a causal link of innovativeness trait, interest toward the specific product category, communicated experience and innovative behavior (use and purchase). While use and purchase are related to each other, product attribute evaluation and spending on products appear to be the major antecedents of whether to use old products or to buy a new product.