| Summary: | The purpose of this study was to examine the purchase intention of innovative new product (e.g., Galaxy Fold) by integrating behavioral reasoning theory (BRT) to the theory of reasoned action (TRA) and theory of planned behavior (TPB) to test the relative influence of reasons for and reasons against adoption on purchase attitude and purchase intention of Korean consumers. A quantitative research method via an online survey was conducted to test the proposed hypotheses. The sample of the study was 242 Korean consumers who participated in the online survey. Structural equation modeling was conducted by using AMOS 21.0 to test the proposed relationships. The findings showed that value for changes positively related to the reasons for adoption and negatively related to reasons against adoption. Reasons for adoption (e.g., relative advantage, compatibility, simplicity) have a significant positive effect on the purchase attitude, and reasons against adoption (e.g., price barrier, performance barrier, usage barrier) have a significant negative effect on the purchase attitude. Finally, purchase attitude has a significant positive relationship to the purchase intention of innovative new product. The findings of this study offer significant theoretical and managerial contributions in the context of sustainable innovative new product development.
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