Abstract
According to the Innovation Diffusion Theory, personal innovativeness is a key component to an individual's decision-making process. Theoretically, however, it does not very clearly describe the role of cultural values in personal innovativeness. If culture influences individuals’ traits, it is necessary to discuss in depth about this relationship, as personal innovativeness a trait. This article, therefore, justifies the importance of further discussing the contribution of cultural values to personal innovativeness using the theory of innovation diffusion. A systematic literature review was conducted for this qualitative analysis, and relevant theories and models were identified to elaborate on the key precursors and concerns identified with existing knowledge. A conceptual map was developed with existing knowledge that expands the knowledge gap for current research.
Highlights
Personal Innovativeness (PI) is defined as a key priority that affects a person when deciding to adopt any new product or service
There, the consumer’s decision process was referred to as the process of innovation decision. It explains that the Innovation Decision Process (IDP) has five stages and persons’ IN is considered as a prior condition for that
Maybe the country or society is into the individualistic category, but a native could be a collectivistic person who believes in taking opinions from his family or friends before making a decision
Summary
Personal Innovativeness (PI) is defined as a key priority that affects a person when deciding to adopt any new product or service. It is based on four cultural values (Individualism/ collectivis, Power distance, Uncertainty avoidance and Masculinity/femininity) that are widely discussed in the literature and have strong theoretical basis (Kluckhohn & Stordtbeck, 1961; Schwartz, 1999; Smith, Dugan & Trompenaars,1996; Triandis, 2001; Hui & Triandis,1986; Markus & Kitayama,1991; Hofstede & Bond, 1984; Hooi, 2007; Mooij & Hofstede, 2011; Mooij & Hofstede, 2010; Hofstede, 1983; Wu,2006; Orr & Hauser,2008; Hofstede, 2011; Carl, Gupta & Javindan, 2004; Daniels & Greguras, 2014; Luque & Javindan, 2004; Emrich, Denmark & Hartog,2004) This is because there is a dearth of studies in understanding these four values (as individual values) through PI. Understanding the role of ICV in PI will broaden the overall knowledge of PI from a cultural perspective
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