The motivated consumer innovativeness scale: Initial Italian validation

This study aimed at providing a first Italian validation of the Motivated Consumer Innovativeness (MCI) Scale. This instrument has been recently developed to measure motivations underlined to the consumer’s orientation to acquire innovations. The Italian version of the scale, translated and adapted from the original version, is composed by 20 items on a 5-point Likert scale and was administered to 379 participants equally distributed between sexes. Confirmatory factorial analysis proved that the scale had four correlated factors measuring four different motivations (functional, hedonistic, social and cognitive) and that this structure was strictly invariant across genders. Results also indicated that the MCI scale had a good discriminant and convergent validity as well as concurrent and predictive validity. The Italian version of the MCI seems to be able to measure the consumers’ motivation to acquire innovations, serving as a tool for identifying clusters of (motivated) consumers.