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Full Length Research Paper
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A
cross-cultural study on consumers’ level of acceptance
toward marketing innovativeness
Yi Hsu1,
Liwei Hsu2* and
Chung-Wen Yeh3
1Graduate
Institute of Business and Management, National Formosa
University, Yunlin, Taiwan.
2Department
of Applied English, National Kaohsiung Hospitality College,
Kaohsiung, Taiwan.
3Graduate
Institute of Business and Management, National Formosa
University, Yunlin, Taiwan.
*Corresponding author. E-mail:
liweihsu@yahoo.com.
Tel: 886-7-8060505.
Fax: 886-7-8062534.
Accepted 10 May, 2010 |
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Abstract |
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This research applied Hofstede’s
five culture dimensions to examine the cross-cultural consumer
differences in acceptance of marketing innovativeness. The
participants of this study are consumers from various countries;
namely, Hong Kong, Malaysia, Macao, Vietnam, Indonesia, Myanmar,
and Taiwan. This research was
conducted to provide evidence on the relationship between
national cultures and consumer’s level of acceptance toward
innovative marketing through 446 valid questionnaires.
The results of logarithmic regression indicated that consumers
from different national cultures varied in their marketing
innovativeness. Consumers from the higher power distance and
uncertainty avoidance cultures were weaker than lower ones on
acceptance of innovative marketing. Marketing innovativeness was
stronger in higher individualism, masculinity and long-term
orientation than lower ones. Furthermore, this research employs
neural network to demonstrate
the relationship between national cultures and
marketing innovativeness. The
managerial implication of this study suggested several
strategies that may be helpful to marketers aiming at different
cultures. Further research could examine other countries and do
a cross-culture investigation on consumer or other pertinent
issues.
Key words:
National culture, marketing innovativeness, innovativeness. |
