Innovating traditional products: "Authenticity and purchase intention"

Satisfying consumer expectations in a society where buyers expect continuous product improvements is imperative to survival in today’s competitive environment. However, 50- 80% of innovated products are rejected by consumers. There is currently no empirical explanation specific to how consumers react when a traditional product is modified, whether perceptions of traditionality impact the authenticity perceptions of the innovated product and whether authenticity perceptions influence perceived gain from the innovation and purchase intention. Addressing these gaps, a conceptual framework was developed and tested quantitatively employing three different stimuli, in France, Singapore and Australia. The study provides evidence for hypothesised relationships between product traditionality, congruence of innovation, authenticity, perceived gain from the innovation and purchase intention among others and was analysed via the use of SEM (AMOS). Results indicated that traditionality perceptions influence perceptions of authenticity which in turn significantly and positively influences perceived gain from the innovation and purchase intention.