Consumer Perceived Innovativeness Explaining The Effect Of Pursuit Benefits On Intention Of Adoption: The Moderating Role Of Personal Need Of Structure

From the perspective of consumption behavior, this paper pay attention to constructs a framework of new product valuation for consumers and its typology of pursuit benefits, with examining the moderating role of personal need of structure. The data is completed of 299 adults with purchasing experience of innovation products. The content analysis results show that the influence factors in various aspects. The result suggests that we should upgrade the innovate functionality based on consumer needs. Finally, we discuss the limitations of our paper and provide some suggestions about consumption behavior for future research.