Perceived Product Imitation, Perceived Innovativeness and Value Perception

Perceived innovativeness is an important determinant of repurchase intention and has been researched extensively in marketing disciplines. However, extant research has studied different types of perceived innovativeness in isolation of each other, which provides an incomplete picture of the effect. The present research studies three different types of perceived innovativeness: perceived service innovativeness, perceived brand innovativeness, and perceived-firm innovativeness and how they mediates the effect of perceived product imitation on repurchase intention. The model is tested using survey data from 145 South Korean consumers that owns Samsung Galaxy smartphones. The results show that perceived product imitation has a negative effect on innovativeness and a direct negative effect on repurchase intention. The results further show that only perceived service innovativeness mediates the effect of perceived product imitation on repurchase intention.