The Effects of Country and Gender Differences on Consumer Innovativeness and Decision Processes in a Highly Globalized High-Tech Product Market
Asia Pacific Journal of Marketing and Logistics, Vol. 23, No. 5, pp. 714-744, 2011
Posted: 28 Feb 2012
Date Written: 2011
The purpose of this paper is to focus on two objectives. First, to investigate how two consumer innovativeness measures (domain-specific innovativeness (DSI) and general innovativeness (GI)) in a highly globalized product market (i.e. laptop computer) are related to two widely used demographics, country and gender. Second, to examine how innovativeness affects a series of consumer decisions such as information search, opinion dependency, and store choice.
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