This Article is Distributed Under the Terms of the Creative Commons Attribution 4.0 International LicenseProduct Social Elements Influencing Consumers Adoption for Innovative Technological Devices

This article proposes a conceptual model to assess how consumers’ materialistic motivations impact social characteristics (prestige and conspicuity) that generate status for innovative technological products, which can lead to consumption intention. The study used a quantitative approach to test a conceptual model using structural equation modeling through PLS – SEM. The results indicate that product prestige and perception of product conspicuity mediate consumers’ materialistic motivations, which affects the social status provided to the individual by the product. Likewise, perception of innovation and product status mediate the relationship between conspicuity and perceived prestige in relation to consumption intention. This research yields important insights regarding the strong relations between the social characteristics of technological products that take into account individuals’ values. Consequently, this study enhances understanding of how status and social value influence the intention to consume technological products, demonstrating the extent to which innovation brings elements of value to individuals who own the product in question.