Review paper

Applying Complexity Theory To Understand Chinese Consumers’ Decision-Making In Innovative Products

Volume: 49, Issue: 2, Pages: 191 - 212
Published: Apr 3, 2019
Abstract
This study is the first to apply complexity theory to identify antecedent paths, involving perceived risks (functional risk and emotional risk), innate consumer innovativeness, and consumers’ demographics related to information search (ongoing search and pre-purchase search), in the innovative products context. This study contributes a new perspective to Chinese innovation literature, using a configurational analysis, namely, fuzzy-set...
Paper Details
Title
Applying Complexity Theory To Understand Chinese Consumers’ Decision-Making In Innovative Products
Published Date
Apr 3, 2019
Volume
49
Issue
2
Pages
191 - 212
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