Dataset of New Product Purchase Intentions

This dataset serves the paper entitled “The Effect of Consumer Innovativeness on New Product Purchase Intentions via Learning Process and Perceived Value”. Measurable indicator variables were established for all constructs that are based on previous research. All observed items were considered as reflective indicators. Each construct had six observed variables. All items were measured using a seven-point Likert scale types and some of them semantic differential scale type. The items are coded as Consumer Innovativeness (CI 1-6), Learning Process (LP 1-6), Perceived Value (PV 1-6) and New Product Purchase Intentions (NP 1-6). The numbers in tables reflects the seven-point Likert scale types from 1: strongly disagree to 7: strongly agree. The item PV6 is scaled from 1: very uncertain to 7: very certain, while the item NP4 is scaled from 1: one item or zero to 7: seven items or more.本数据集配套支持题为《基于学习过程与感知价值的消费者创新性对新产品购买意向的影响》的学术论文。针对所有基于既往研究提出的构念（construct），均设立了可测指标变量；所有观测题项均被界定为反映型指标（reflective indicators）。每个构念包含6个观测变量。所有题项均采用七点李克特（Likert）量表进行测量，部分题项同时采用语义差异（semantic differential）量表形式。各题项的编码规则如下：消费者创新性（Consumer Innovativeness，CI 1-6）、学习过程（Learning Process，LP 1-6）、感知价值（Perceived Value，PV 1-6）与新产品购买意向（New Product Purchase Intentions，NP 1-6）。表格中的数值对应七点李克特量表的评分区间，1代表“非常不同意”，7代表“非常同意”。其中，题项PV6的评分尺度为1代表“非常不确定”，7代表“非常确定”；题项NP4的评分尺度为1代表“1件及以下”，7代表“7件及以上”。