Consumer subjective knowledge affecting intention to adopt new technologies due to perceived innovation

Purpose This study aims to examine how consumers’ subjective knowledge − measured as perceived knowledge and prior experience − shapes their intention to adopt innovative technological products. It explores how cognitive and emotional factors affect decision-making in innovation contexts. Design/methodology/approach Three between-subjects 2 × 2 experimental studies analyzed the interaction between prior experience and perceived knowledge. Anticipated regret was tested as a mediator, and perception of innovation as a moderator. ANOVA was used for analysis. Findings Results show that anticipated regret mediates the link between subjective knowledge and consumers’ intention to adopt technological innovations. Moderation by perceived innovation significantly affects decision processes, encouraging more reflective and less impulsive adoption. Despite higher regret, strong subjective knowledge still drives adoption intent due to innovation’s appeal. Practical implications Marketers should recognize that consumers who see themselves as knowledgeable remain vulnerable to regret. Strategies that manage expectations and clearly communicate innovation benefits can reduce post-adoption dissatisfaction, especially among youth and early adopters. Originality/value This study advances understanding by integrating emotional and cognitive aspects of subjective knowledge into the innovation adoption process. Unlike prior research focused on objective factors, it shows how perceived familiarity and experience can lead to confident yet sometimes suboptimal choices.