... collected and partial least squares (PLS)-structural equation modelling (SEM) technique was used to empirically examine it. Findings The outcomes reveal that innovativeness and optimism have a positive influence on perceived ease of use (PEOU) and perceived usefulness (PU), and insecurity and discomfort...

...Soojin Kim; Yongjae Kim In the diffusion of innovation framework, this study identified three distinct segments of golf product consumers using a cluster analysis and explored potential differences between segments on communication behaviours related to innovativeness. Results indicate...