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Consumer innovativeness and consideration set as antecedents of the consumer decision process for highly globalized new products: a three-country empirical study

C. Anthony Di Benedetto|James M. Hunt|김우양
한국마케팅과학회 (Korean Scholars of Marketing Science)|2012.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제22권 제1호|pp. 1-23|DOI http://dx.doi.org/

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跨文化比较cross-cultural comparisonconsumer innovativenessconsideration setconsumer decision-makingprior use experience顾客革新性考虑模式使用经验消费者决策
주제분류경영학

초록

In global, competitive markets, an understanding of consumer innovativeness is required to manage the adoption process for new high-tech products. Crucial to this understanding is the role of culture. Although a key element in the process by which consumer innovativeness and product experience impact consideration sets, little research exists regarding howculture actuallymoderates that process. In this study,weinvestigate the role that culture plays in facilitating the relationship between consumers’ general and domainspecific innovativeness, and their decision-making as characterized by the size and composition of their consideration sets. We undertake this work in the People’s Republic of China, the Republic of Korea, and the United States. We develop and test several research hypotheses pertaining to cultural effects on decision-making. The results support most of our hypotheses, suggesting that it is important for global marketers to target markets on the basis of domain-specific measures of consumer innovativeness.

Abstract

In global, competitive markets, an understanding of consumer innovativeness is required to manage the adoption process for new high-tech products. Crucial to this understanding is the role of culture. Although a key element in the process by which consumer innovativeness and product experience impact consideration sets, little research exists regarding howculture actuallymoderates that process. In this study,weinvestigate the role that culture plays in facilitating the relationship between consumers’ general and domainspecific innovativeness, and their decision-making as characterized by the size and composition of their consideration sets. We undertake this work in the People’s Republic of China, the Republic of Korea, and the United States. We develop and test several research hypotheses pertaining to cultural effects on decision-making. The results support most of our hypotheses, suggesting that it is important for global marketers to target markets on the basis of domain-specific measures of consumer innovativeness.

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관련 논문AI추천

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