Hedonic, Rational, & Influential Factors on Adoption Intentions.

      Аннотация: New products are important for competing in today's markets. Innovation is a major success factor for any organization. It distinctively provides companies with vitality and differentiation. This research laid out the findings prior academic studies towards innovation, novel fast moving consumer goods (FMCG), and consumers’ adoption process. Subsequently, this study measured the impact of various hedonic, rational, and influential components on consumers’ attitude formation and adoption intention towards innovative FMCG in Egypt. Quantitative research was conducted with a descriptive purpose to obtain the needed insights. The primary data collection was through administrated questionnaires. The aim was to determine and portray the Egyptian consumers’ feelings and the characteristics concerning innovative FMCG. It described the nature and importance of the variables under each components (hedonic, rational, and influential factors) related to the formation of the consumers’ mindsets which impacts their adoption intentions. The variables are examined using pre-formulated hypotheses.

Ключевые слова: Innovation, Fast Moving Consumer Goods (FMCG), Adoption Intention, Attitude formation, Hedonic Aspects, Rational Aspects