Reconsidering the lead user construct and characteristics of innovative consumers

A case from the music industry

Abstract

In this research, we define the concept of lead users by analyzing the construct of high-value consumers as proposed in the field of consumer behavior research. We also investigate the relationships between lead users and innovative consumers. Our research therefore, develops a new aspect of relationships between lead users and innovative consumers by introducing the construct of involvement. We show that these relationships as documented in previous research are of a superficial nature mediated by consumer involvement. This concept is a critical component of user innovation research for the individual consumers. Additionally, we find that lead users and innovative consumers have different characteristics in terms of consumption. While lead users are very active and high-value consumers, innovative consumers are less participative and are not notable on the profitability front.