 A cross-country study of consumer innovativeness and technological service innovationYann Truong Journal of Retailing and Consumer Services, 2013, vol. 20, issue 1, 130-137 Abstract: The current literature suggests that the concept of consumer innovativeness is universally applicable. Innovators are believed to be novelty seekers and risk takers independent of their national identity, and therefore to be attracted to similar characteristics of an innovation across most countries. However, research in intercultural marketing has shown that cultural norms and values have varying influences on the adoption of innovation, a finding that seems to contradict the assumption that the relationship between consumer innovativeness and adoption of innovation is universally uniform. This research investigates the effects of consumer innovativeness on attitude toward a service-based innovation across three European countries. The results of a multi-group structural equation modeling show that the relationship between consumer innovativeness and attitude toward innovation varies across the three dimensions of perceived novelty, perceived value, and perceived risk. Keywords: Consumer behavior; Technological innovation; Cross-cultural study; Service innovation; Consumer innovativeness (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:20:y:2013:i:1:p:130-137 DOI: 10.1016/j.jretconser.2012.10.014 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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