소비자의 문화차원이 혁신제품 평가에 미치는 영향

• 영문명: The Influence of Consumer Cultural Dimensions on the Evaluation of Innovative Products: Focusing on Hofstede’s Cultural Dimensions Theory
• 발행기관: 한국무역연구원
• 저자명: 허현구(Hyun-Koo Heo)
• 간행물 정보: 『무역연구』제17권 제3호, 495~508쪽, 전체 14쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.06.30

영문 초록

Purpose This study aims to find how consumer cultural dimensions affect the attitudes and purchase intentions of innovative products. In particular, the cultural dimensions of consumers are composed of Hofstede’s six cultural dimensions (Individualism, Power Distance, Uncertainty Avoidance, Masculinity, Long-term Orientation, and Indulgence). Design/Methodology/Approach The present study explored how individual cultural dimensions affect the evaluation of an innovative new product. 190 responses were analyzed based on factor analysis, reliability analysis, and regression analysis. Findings As a result of examining consumer attitudes toward innovative products, it was found that long-term orientation had a negative effect while masculinity had a positive effect. In addition, as a result of examining consumer purchase intentions for innovative products, it was found that long-term orientation and uncertainty avoidance had a negative effect, and indulgence had a positive effect. Research Implications It is meaningful that this study measured the cultural dimensions of Hofstede at the individual level, not the national level, and existing research on consumer acceptance of innovative products has been mainly conducted using the ‘Technology Acceptance Model (TAM)’ and ‘Unified Theory and Acceptance and Use of Technology (UTAUT)’. This study has meaningful results that were derived using the cultural dimensions of individuals. In addition, the results obtained through research can contribute to a company s marketing communication strategy for successful innovative products with high uncertainty in the market.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설수립

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론

키워드

Cultural Dimensions Hofstede Innovative Product