A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness
研究了个人价值观、消费者特定倾向以及国家文化变量如何影响消费者创新性，基于欧盟11国3283名消费者的数据验证了假设。
The authors examine antecedents of consumer innovativeness in a cross-national context. They propose a framework that distinguishes individual difference variables and national cultural variables. Two types of individual difference variables are considered: personal values and consumer-context-specific dispositions. The authors develop hypotheses pertaining to the main effects of the variables and their interactions and test them on data collected from 3283 consumers in 11 countries of the European Union. The empirical results are broadly supportive of the hypotheses. The cross-national data used in this study provide a strong test of the generalizability of the findings.