CONSUMER INNOVAIVENESS AND PRODUCT FAMILIARITY ON THE ADOPTION OF SERVITIZATION

Firms are giving increased attention to servitization because it is one of the major trends in the continuation from digitization for improving the customer experience with data-driven services. The purpose of this study is to examine how consumer innovativeness and product familiarity influence the adoption of servitization by customers. To explore the relationship between consumer innovativeness and the adoption of servitization, this research proposes a framework that suggests the relationships between consumer innovativeness, product familiarity, usefulness and ease of use as perceived by customers, and intention to use on the adoption manner of servitization. Our analysis results indicate that consumer technology innovativeness and product familiarity are positively related to perceived usefulness and ease of use of servitization, even if consumer fashion innovativeness is denied. Finally, the results indicate that the perceived usefulness and ease of use have statistically significant and positive effects on the intention to use. A moderating effect of price sensitivity is adopted between the perceived usefulness and intention to use on high- and low-price sensitivity, and ease of use on high price sensitivity.