Title: Does domain specific consumer innovativeness vary with consumers' individual cultural orientation?

Authors: Bahtisen Kavak; Ayca Turhan; Canan Eryigit

Addresses: Department of Business Administration, Hacettepe University, Ankara, 06800, Turkey ' Department of Business Administration, Hacettepe University, Ankara, 06800, Turkey ' Department of Business Administration, Hacettepe University, Ankara, 06800, Turkey

Abstract: The purpose of this study is to examine whether the level of consumer innovativeness differs in individual level cultural dimensions namely, uncertainty avoidance, individualism, masculinity, power distance, and long term orientation. A survey research was conducted in order to measure domain specific innovativeness for mobile phone consumers and individual level cultural dimensions. In order to test the differences among more and less innovative consumers cluster analysis and t tests were employed. The results of t tests indicated that there are significant differences in cultural orientations among more and less innovative consumers. More (less) innovative consumers have lower (higher) uncertainty avoidance, and lower (higher) power distance and they hold more (less) individualistic and masculine values.

Keywords: innovativeness; culture; individual level cultural orientation; domain specific innovativeness.

DOI: 10.1504/GBER.2018.094437

Global Business and Economics Review, 2018 Vol.20 No.5/6, pp.709 - 723

Received: 31 Oct 2016
Accepted: 22 May 2017
Published online: 03 Sep 2018 *

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