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

This study examines the formation of technology-based New Product Purchase Intention through motivated consumer innovativeness, technology 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 aims to explain the cognitive and attitudinal mechanisms through which individual innovative tendencies translate into purchase intention. A quantitative research design was employed, and data were collected through a questionnaire. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to evaluate both the measurement and structural models. Reliability and validity were assessed using Cronbach’s alpha, rho_A, composite reliability (CR), average variance extracted (AVE), the Fornell–Larcker criterion, and HTMT ratios. The findings indicate that motivated consumer innovativeness positively affects both technology expertise and perceived ease of use. Technology expertise, in turn, significantly increases perceived ease of use, while perceived ease of use strongly influences perceived usefulness and attitude toward technology. Attitude toward technology then exerts a strong positive effect on New Product Purchase Intention. Overall, the results show that the effect of consumer innovativeness on purchase intention is largely indirect. These findings suggest that New Product Purchase Intention is shaped by sequential cognitive and attitudinal evaluations rather than directly by consumers’ innovative tendencies, thereby supporting TAM and positioning consumer innovativeness as an important precursor variable in the purchase intention formation process.