Willingness to pay for innovations

Orsolya Sadik-Rozsnyai

European Journal of Innovation Management, 2016, vol. 19, issue 4, 568-588

Abstract: Purpose - Whereas the impact of national culture on consumer innovativeness is widely discussed in the innovation literature, studies are scarce on consumer value and the related consumer willingness to pay (WTP) for innovations. Yet, innovative high-tech companies compete by enhancing their products with new attributes, and assessing consumer WTP for these innovative attributes in different countries is crucial to adapting the launching price and optimizing profits during the critical launch stage. To fill this gap, the purpose of this paper is to examine the impact of national culture and globalization on consumer value and the related WTP for technological innovations. Design/methodology/approach - Data were collected in two culturally distinct but economically similar countries (France and Germany), using large representative and comparable consumer samples (n=642). Choice-based conjoint analysis was used as the principal method of data analysis. Findings - This study reveals the significant impact of national culture on consumer value and the related WTP for technological innovations and the moderating effect of household income on this relationship. Originality/value - This study is the first to reveal and provide strong empirical evidence of the impact of national culture on WTP for innovations. In addition, this study is the first to reveal the moderating effect of income on this relationship and to highlight an emerging European innovation adoption behavior.

Keywords: Innovation; Globalization; National culture; Willingness to pay (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:ejimpp:ejim-01-2016-0003

DOI: 10.1108/EJIM-01-2016-0003

Access Statistics for this article

European Journal of Innovation Management is currently edited by Dr Vincenzo Corvello

More articles in European Journal of Innovation Management from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().