The present study was conducted to "investigate the relationship between consumer innovation on new product acceptance and the moderating role of specialized marketing capability among chain customers of Tehran city". The current applied study is a correlation type in terms of its nature and method.The statistical population consists ofcustomers of chain stores in Tehranwhose number was considered indefinitely.A sample of 387 people was randomly selectedand a questionnairewas used to collect data.Descriptive and inferential statistics and structural equations were usedfor data analysis.The results of data analysis showed thatthere is a significant relationship between the consumer innovationand its dimensions (intrinsic innovation, replacement innovation and environment-specific innovation)and product acceptance with the moderating role of specialized marketing capabilityand the moderating power of specialized marketing capability is much more at higher levels.
