Culture's influence on innovation adoption: A global study of manager's adoption intention of telecom innovations

Ruud T. Frambach, Hester van Herk and Manoj K. Agarwal
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Ruud T. Frambach: Vrije Universiteit Amsterdam, Faculteit der Economische Wetenschappen en Econometrie (Free University Amsterdam, Faculty of Economics Sciences, Business Administration and Economitrics

No 14, Serie Research Memoranda from VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics

Abstract: Diffusion patterns of products are known to differ significantly between countries. Studies that mainly focused on consumer contexts in European countries show that culture has a significant effect on innovation diffusion and consumer innovativeness. In the present research we focus on adoption intentions of individual managers operating in a business-to-business context, for two telecommunication innovations. We expect rational motives to drive the adoption process more than national-cultural values. The study contains data from more than 3,200 respondents in 22 countries worldwide, including less developed countries. Results reveal that individual-level variables and economic characteristics of a country drive adoption more than national culture. Moreover, this effect seems stronger for the relatively newer and more expensive innovation.

Keywords: innovation; national culture; managers; worldwide survey (search for similar items in EconPapers)
JEL-codes: O31 (search for similar items in EconPapers)
Date: 2003
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