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.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.