A Study of Perceived Innovation Characteristics Across Cultures and Stages of Diffusion
The intense competition for consumer spending and the significant costs, risks, and potential rewards associated with multinational product introductions make it imperative that every aspect of consumer reaction to new products be explored. This study investigates consumer perceptions of innovation...
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| Veröffentlicht in: | Journal of marketing theory and practice 2011-01, Vol.19 (1), p.109-126 |
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| container_end_page | 126 |
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| container_issue | 1 |
| container_start_page | 109 |
| container_title | Journal of marketing theory and practice |
| container_volume | 19 |
| creator | Flight, Richard L. Allaway, Arthur W. Kim, Wan-Min D'Souza, Giles |
| description | The intense competition for consumer spending and the significant costs, risks, and potential rewards associated with multinational product introductions make it imperative that every aspect of consumer reaction to new products be explored. This study investigates consumer perceptions of innovation characteristics in two different cultures for technology-based consumer durables representing early and late stages of diffusion. Based on survey data from young adults in the United States and South Korea, we find that significant cultural effects exist between consumers from an individualism-centered and a Confucian/collectivism-centered country. |
| doi_str_mv | 10.2753/MTP1069-6679190107 |
| format | Article |
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| identifier | ISSN: 1069-6679 |
| ispartof | Journal of marketing theory and practice, 2011-01, Vol.19 (1), p.109-126 |
| issn | 1069-6679 1944-7175 |
| language | eng |
| recordid | cdi_proquest_journals_847586297 |
| source | EBSCOhost Business Source Complete; JSTOR Archive Collection A-Z Listing |
| subjects | Collectivism Competition Consumer electronics Consumer research Consumer spending Consumers Cost control Cultural differences Cultural studies Culture Free will Group pressure Individualism Influence Innovation adoption Innovation diffusion Innovations Korean culture Marketing Perceptions Product development Product innovation Research Note Social perception Studies Technological innovation |
| title | A Study of Perceived Innovation Characteristics Across Cultures and Stages of Diffusion |
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