umu.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
The Impact of Culture on Consumers' Propensity to Innovate and Susceptibility to Interpersonal Influences
Umeå University, Faculty of Social Sciences, Umeå School of Business.
Umeå University, Faculty of Social Sciences, Umeå School of Business.
2007 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

ABSTRACT

The increasing globalization of business provides a compelling reason for understanding the cultural context of consumer behaviour. Our thesis investigates the impact of culture on consumers’ propensity to innovate and consumers’ susceptibility to interpersonal influence

that is divided into normative interpersonal influences and informational interpersonal influences.

A lot of research has been studied intentionally to find the factors that influence the acceptation rate of innovation. Culture is considered as one of those factors by some researchers while other researchers find insufficient evidence to support this view, which

means that their findings are inconsistent. Moreover, previous studies about the cultures’ role on consumers’ propensity to innovate between Western and Eastern countries are very limited, which inspires us to make a further study in this area.

An empirical quantitative study was conducted among 360 young people in Sweden and China based on the independent variable factors, ‘propensity to innovate’, ‘propensity to

imitate’, ‘susceptibility to normative interpersonal influence’, and ‘susceptibility to informational interpersonal influence’ by using Hofstede’s (2001) five cultural dimensions.Measurement scales were taken from Baumgartner et al (1996) and Bearden et al (1989). The validity and reliability of factors and scales have been discussed.

The findings are unable to identify culture as a variable that statistical significantly affects innovativeness and consumers’ propensity to imitate. In contrast, the results indicate the

differential sensitivity of consumers in different national cultures to their susceptibility to normative influence and susceptibility to informational influence. Consumers in more collectivistic, large power distance, strong uncertainty avoidances, and long-term orientation cultures are going to be convinced into adopting new products through normative influence and informational influence.

In addition, our research suggests that gender has a significant difference in innovativeness,implying that female have higher innovativeness. Occupation has a significant difference on

‘susceptibility to normative influence’ and ‘susceptibility to informational influence’, while age has no correlation with the four factors.

The major implication is that international markers would be better employ normative and informational interpersonal influences to attract consumers to accept innovations when they make marketing strategies to consumers in more collectivist, larger power distance, stronger uncertainty avoidance, more long-term orientation cultures.

Place, publisher, year, edition, pages
Umeå: Handelshögskolan vid Umeå universitet , 2007. , 79 p.
Keyword [en]
culture
National Category
Business Administration
Identifiers
URN: urn:nbn:se:umu:diva-1282OAI: oai:DiVA.org:umu-1282DiVA: diva2:140583
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2007-07-06 Created: 2007-07-06Bibliographically approved

Open Access in DiVA

fulltext(513 kB)3525 downloads
File information
File name FULLTEXT01.pdfFile size 513 kBChecksum MD5
ae18091b243331a711a229ad735b22e3b2684304a17bca160ff2c2506bc93e2babb96be0
Type fulltextMimetype application/pdf

By organisation
Umeå School of Business
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 3525 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 3229 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf