Effect of perceived product innovativeness on consumers’ product attribute preferences: The mediating role of self-efficacy

On the basis of the structural alignment model, we conducted two experiments to examine the effect of consumers’ perceived product innovativeness on their product attribute preferences, and to test the mediating role of self-efficacy. Data were obtained from 263 participants, and the results showed that consumers paid more attention to alignable (vs. nonalignable) attributes when purchasing new products with low (vs. high) perceived innovativeness. Our results enrich previous findings on product innovativeness and the structural alignment model, and provide practical suggestions for enterprises to develop effective marketing strategies for new products.