Does domain specific consumer innovativeness vary with consumers' individual cultural orientation?

Abstract

The purpose of this study is to examine whether the level of consumer innovativeness differs in individual level cultural dimensions namely, uncertainty avoidance, individualism, masculinity, power distance, and long term orientation. A survey research was conducted in order to measure domain specific innovativeness for mobile phone consumers and individual level cultural dimensions. In order to test the differences among more and less innovative consumers cluster analysis and t tests were employed. The results of t tests indicated that there are significant differences in cultural orientations among more and less innovative consumers. More (less) innovative consumers have lower (higher) uncertainty avoidance, and lower (higher) power distance and they hold more (less) individualistic and masculine values.