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ISSN : 1229-8778
The present study develop and validate Consumers’ perceived Product Innovation Scale. In study 1, review studies and conduct Focus Group Interview to define the consumers’ perceived product innovation and develop items by defined operation definition. Conducted the exploratory factor analysis with high level innovation product and middle level product and explored a correlation with the items in advanced study and compared between the innovation level of two product. In result, extracted 2-factor structure and 10 items and revealed around .7 correlation coefficients with the items of Ryu et al.(2006) and around .5 correlation coefficients with the items of moreau etc.(2001). The developed scale distinguish between high level innovation product and middle level product. In study 2, the 2-factor structure of the scale identified on study 1 was supported by confirmatory factor analysis using a structural equation modeling. The result of confirmatory factor analysis showed that 2-factor model had a better fit to the data than the 1 factor model in the advanced studies. The developed scale has additional R-square in purchase attitude and purchase intent than the items in Ryu et al.(2006)’s research. In addition, consumers' perceived product innovation has a positive influence to an acceptance of innovation product and there’s differences between the R-square of two products. Finally, the implication, limitations, and future directions of this study are discussed.
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