Abstract
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.
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