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

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...