Consumer Innovativeness Towards The Usage Of Artificial Intelligence Applications In Kollam District Of Kerala

Abstract

This article is an attempt to understand the concept of “Consumer Innovativeness” in the realm of the application of artificial intelligence. Consumer innovativeness is the personality trait of a consumer where the adoption of new ideas products or services more quickly and frequently than others. It is a proactive interest towards newness and innovation.

Artificial intelligence is a rapidly emerging technology application platform and conquering all walks of human activities. Hence the aim of the study is to assess how far the application of AI influences the consumer behavior towards consumer innovativeness. It has been undertaken in the form of an empirical study in the “hundred percentages “digital literate state of Kerala particularly in Kollam district.

Rogers and Shoemaker (1971, p.27) define innovativeness as “the degree to which an individual is relatively earlier in adopting new ideas than the average member of his social system”.