消費者創新性為消費者接受新產品或是新事物的傾向。1971年Roger 在「創新的擴散」這本書中,首先提出了此概念，根據新產品的接受歷程畫分出創新者,早期、晚期使用者與落後者。1978年Midgley and Dowling 進一步把消費者創新分成內生消費者創新性(innate consumer innovativeness)和實際創新行為(actual consumer innovativeness),本文專注於內生的消費者創新性的研究。新產品發展一直是行銷領域極為關注的議題，在實務上，更是公司利潤成長與永續經營的關鍵之一。因此學者與經理人極力尋找影響消費者創新性的因素，希冀藉此去降低新產品上市的風險。
本研究主要探討大眾資訊暴露的程度是否對於其消費者創新性有所影響。根據資訊處理以及資訊行為理論，大眾會主動或被動的搜尋資訊並從中學習,其觀點與想法可能因此而改變。而其所能夠接觸到的資訊越廣越多，越可能擁有較寬廣的視野與包容性，進而提升對於新產品或事物的接納度。所以本文假設大眾資訊暴露程度與消費者創新性擁有正向關係。大眾主要從媒體以及個人的人際圈去獲取資訊，因此本文分別探討在大眾媒體與社會網絡兩個管道下,大眾資訊暴露程度對於創新性的影響。另外，本文加入個人因素的調節變項-學習能力(learning capability)與個人價值觀(personal value),假設其皆擁有強化效果。藉由層級式迴歸分析所得的結果為在大眾媒體的管道下，資訊暴露程度對於創新性的影響較顯著；而個人價值觀與學習能力則沒有顯著的調節效果存在。

Consumer innovativeness is the tendency to accept new and different products. Marketing scholars and managers are interested in determining factors that influence consumer innovativeness. If we can find these factors, we could reduce the risk of new product launching cost, and then we could target potential customers more efficiently. In this study, I assume that the extent of information exposure has a positive relationship to consumer innovativeness; the more information one is exposed to, the higher level of consumer innovativeness one could have. There are two dominant channels enabling people access to information: mass media and social network. Thus, I examine the effect of information exposure to different extent by mass media and by social network, separately. In addition, I integrate two personal factors, learning capability and personal values, as moderators in this study. A total of 376 responses in this study were collected in the form of self-report questionnaires, and I use hierarchical regression to examine the main effect and moderating effect. According to the results, the extent of information exposure under mass media effect has more positive and more significant influence on consumer innovativeness than social network does. However, the moderating effect of learning capability and personal values do not significantly reinforce the main effect.

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