Individual’s social characteristics in the relationship between uniqueness and intention to adopt

This article examines how product uniqueness in technological contexts influences the adoption process and consumers’ willingness to pay, moderated by individuals’ intrinsic social characteristics. Four experimental studies were conducted, organized into two experiments, each composed of three sub-studies. The findings confirm that individuals with higher levels of social characteristics tend to pursue consumption that emphasizes uniqueness, while those with lower levels of social characteristics generally prefer technological products and services they perceive as innovative but lower in socially salient uniqueness when faced with two levels of uniqueness.