Convergence Dynamics of Consumer Innovativeness vis-a-vis Technology Acceptance Propensity : An Empirical Study on Adoption of Mobile Devices

In the present competitive scenario, marketing practitioners often attempt to learn about customer innovators — those who are open to new ideas and to be among the first to try new products, services or practices. This study explores the relationship between consumer innovativeness on the mobile technology adoption. The results of the study reveal consumers' reluctance to adopt innovations vis-à-vis mobile technology is chiefly attributed to higher tendency to comply with the constructs which include user interface clarity, usage friendliness, social influence, support of product and service providers, and learning predispositions. However, social influence has a moderate influence on new mobile technology adoption for the consumers who take decisions independently. The study is deemed significant as it would provide enough insights to the marketers to navigate the forces that lead to buying inertia towards newness