Examining the Indirect Effects of Consumer Innovativeness and Technology Expertise on New Product Purchase Intention: A TAM-Based Structural Model

Objective: This study aimed to examine the formation of technology-based New Product Purchase Intention within the framework of motivated consumer innovativeness, tech-nology expertise, perceived ease of use, perceived usefulness, and Attitude Toward Technology. By integrating the Technology Acceptance Model (TAM) with the consumer innovativeness literature, the study aimed to reveal through which cognitive and atti-tudinal mechanisms individual innovation tendencies translate into purchase intention. Method: This study employed a quantitative research design, and data were collected through a questionnaire. The Partial Least Squares Structural Equation Modeling (PLS-SEM) approach was used for measurement and structural model analysis. Reliability and validity were assessed using Cronbach’s Alpha, rho_A, composite reliability (CR), average variance extracted (AVE), Fornell–Larcker criterion, and HTMT ratios. Results: Motivated consumer innovativeness positively affected both technology expertise and perceived ease of use. Technology expertise significantly increased perceived ease of use, while perceived ease of use strongly influenced perceived usefulness and Attitude To-ward Technology. Attitude Toward Technology had a strong effect on New Product Purchase Intention. The effect of consumer innovativeness on purchase intention was largely indirect. Conclusion: New product purchase intention is shaped by sequential cognitive and attitudinal evaluations rather than direct innovation tendencies, supporting TAM and highlighting consumer innovativeness as an important precursor variable.