The present paper focuses on the connections between an individual's innovative nature, consumption of TV sports shows and actual new product purchasing behaviour. We follow Im, Bayus & Mason (2003) framework, to explain new product purchase behavior using socio-demographic variables, innovativeness, and we introduce OSL as an explaining variable of innovativeness. A negative moderating effect of innovativeness on the link between consumption of TV sports shows and new product purchasing behavior is found.
LARDINOIT, T., LE NAGARD, E. and PONS, F. (2007). How Innovative are TV Sports Viewers? In: Proceedings of the 36th EMAC Conference 2007 (CD-Rom). Reykjavik University.