Repeat Purchasers and the Diffusion of Electronic Products: Does Consumer Innovativeness Matter?

Abstract

Despite the enormous economic importance of consumer durable repeat purchases they have been largely neglected in the diffusion of innovations research. Only a handful of studies have examined the drivers of replacement timing of durables. We extend this research in two important ways. Based on a large survey of 8,077 households, we demonstrate that consumer innovativeness, the most prominent driver of adoption, also influences repeat purchase timing. Further, we investigate for the first time the drivers of additional unit purchase timing