The effect of domain specific innovativeness on exploratory buying behavior in innovative products

Innovation in a company is the key to success and survival in a competitive environment. The current study provides insights for management in the field of planning and marketing of innovative technologies such as wearable technology. Businesses with new ideas must use strategic approaches to identify and communicate effectively with innovators with the goal of successfully launching innovative products such as wearable smart products. They need to understand the importance of modernizers as crucial determinants of the adoption of smart wearable products. Therefore, the present study examines the effect of Domain specific innovativeness on Exploratory innovative products buying behavior (The consumers of Smart Wearable Products). The research method is analytical-survey, and its statistical population is the consumers of smart wearable products in Mashhad. A questionnaire was used to collect the initial data. Using the appropriate formulas, the sample size was determined to be 390. After collecting data, research hypotheses were analyzed using structural equation modeling and using Amos software. The results of the research show that domain specific innovativeness has a positive and significant effect on the exploration behavior of smart wearable products, and all four hypotheses are confirmed. At the end, suggestions are also presented based on the results.