Exploring consumer doubt towards local new products innovation and purchase intention, Mehdi Afzali and Prof. Elsadig Ahmed
Mehdi Afzali, Prof. Elsadig Musa Ahmed
Faculty of Business
Multimedia University, Melaka
Purpose: The purpose of this paper is to develop a scale to find the relationship between consumer doubt, skepticism, familiarity, information seeking, value for money and aesthetic design with customers’ purchase intention.
Design/methodology/approach: This study focussed on students of Malaysian university of multimedia in Melaka campus and used questionnaires to obtain the relevant data. Convenience random sampling method is used whereby 200 questionnaires were distributed among the target population and exactly 200 completed answers were collected.
Findings: The survey results show that aesthetic design and information seeking of a product has a positive significant relationship with customers’ purchase intention. Respondents reported a consideration on these two factors and it is revealed that the scale used in this study is reliable and valid kind of measurement to assess customers’ purchase intention.
Practical implications: To minimize the innovating failure among launched new innovative products, managers and decision makers should focus on variables used in this study. By focussing on aesthetic design and information seeking they can overcome some of the problems cause failure.
Originality/value: This research focus on customers’ purchase intention to buy a Malaysian-made innovative new product and their lack of confidence and trust if the product satisfy their needs. The scale in this study show that this research is valid and it gives new perception toward purchase intention and innovation.
Keywords: Marketing; Sustainable development; Management.
Citation: Afzali, M. and Ahmed, E.M. (2016), "Exploring consumer doubt towards local new products innovation and purchase intention", World Journal of Entrepreneurship, Management and Sustainable Development, Vol. 12 No. 1, pp. 2-17. https://doi.org/10.1108/WJEMSD-05-2015-0022