Exploration of attributes affecting consumers' adoption rate of new products

At beginning of this study (1) the open questionnaire and reference review were utilized to investigate factors that consumers purchase innovation products. We found 98 product attributes which were called attraction attributes of innovation products; Then (2) we used quantitative methods of multidimensional scaling and cluster analysis to sum up in order to divided 98 attraction attributes of innovation products into seven dimensions: social value, installation technology, usage cost, manufacture and service, personal preferences and needs, quality features and software/hardware design. (3) We drew spatial plots of dimensions, and the seven dimensions were further divided into two axes, respectively X-axis and Y-axis. The two sides of X-axis were requirement level and psychological level. The two sides of Y-axis were technical level and functional level. Attraction attributes of innovation products involve in product attributes of concrete and abstract, and nowadays consumers demand for product attributes. We believe this study could provide clear assessment criteria for scholars who want to research innovation product attributes. Simultaneously, it has product designers comprehend more about the available traits of new product.