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The Effects of National Culture and Cosmopolitanism on Consumers’ Adoption of Innovation: A Cross-Cultural Comparison

The Effects of National Culture and Cosmopolitanism on Consumers’ Adoption of Innovation: A... This study aims to investigate the impact of national culture and individuals’ cosmopolitanism on consumer innovativeness and innovation adoption behavior. Our research model proposes the linkage between an individual's cultural context and psychological and behavioral outcomes. The research model involves a hierarchical model of consumer innovativeness, including innate innovativeness, domain-specific innovativeness, and adoption of innovation. Data were collected in two culturally distinct countries: the U.S. and South Korea. The study's findings illustrate that the impact of national culture on an individual's innate innovativeness is evident. However, the direct effect of innate innovativeness on innovation adoption is significant only in the U.S. The effects of consumer cosmopolitanism and sociodemographics on consumer innovativeness and innovation adoption behavior are found to vary across the two countries. The managerial implications for the diffusion of global brands are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal Of International Consumer Marketing Taylor & Francis

The Effects of National Culture and Cosmopolitanism on Consumers’ Adoption of Innovation: A Cross-Cultural Comparison

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References (52)

Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1528-7068
eISSN
0896-1530
DOI
10.1080/08961530.2013.751793
Publisher site
See Article on Publisher Site

Abstract

This study aims to investigate the impact of national culture and individuals’ cosmopolitanism on consumer innovativeness and innovation adoption behavior. Our research model proposes the linkage between an individual's cultural context and psychological and behavioral outcomes. The research model involves a hierarchical model of consumer innovativeness, including innate innovativeness, domain-specific innovativeness, and adoption of innovation. Data were collected in two culturally distinct countries: the U.S. and South Korea. The study's findings illustrate that the impact of national culture on an individual's innate innovativeness is evident. However, the direct effect of innate innovativeness on innovation adoption is significant only in the U.S. The effects of consumer cosmopolitanism and sociodemographics on consumer innovativeness and innovation adoption behavior are found to vary across the two countries. The managerial implications for the diffusion of global brands are discussed.

Journal

Journal Of International Consumer MarketingTaylor & Francis

Published: Jan 1, 2013

Keywords: Innovation adoption; innovativeness; national culture; cosmopolitanism

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