Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities
研究了15个主要经济体中消费者创新性的跨国差异和人口统计共性，发现四个负面评价项目构成的创新性构念在多数国家适用，且存在共同的人口统计前因。
Despite extensive research on consumer innovativeness, the literature does not contain a parsimonious construct that has been validated for use across countries, demographics, and categories. This study attempts to fill this gap by studying consumer innovativeness across 15 major world economies. Significantly, the authors find that four negatively valenced items constitute a construct of innovativeness that seems reasonably applicable across most countries. Although this construct of innovativeness varies systematically from country to country, common demographic antecedents emerge across countries. Within these commonalities, a measure of innovativeness shows some distinct category × demographics and category × country differences.