Zhang, Zhe; Hou, Yuansi - In: Journal of Consumer Marketing 34 (2017) 3, pp. 241-254
products and services and examine the moderating effect of innate consumer innovativeness. Design/methodology/approach The …. Furthermore, these relationships are moderated by innate consumer innovativeness. For on-going search, consumer innovativeness … pre-purchase search, consumer innovativeness moderates the positive effect of emotional risk negatively on pre …