The impact mechanism of consumers' cultural differences on innovation diffusion

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Science Research Management ›› 2011, Vol. 32 ›› Issue (7) : 67-75.

Chen Kun

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Abstract

The forecast of Bass model parameters and innovation diffusion curve remains unanswered based on extant research. Cultural differences of different locations might lead to the fluctuation of Bass model parameters. Therefore, the hypotheses that individualism, uncertainty avoidance, power distance, and masculinity have substantial impacts on Bass model parameters and manipulate the shape of innovation curve are presented. These hypotheses are validated by measuring the consumers' cultural differences of Chengdu City and Chongqing City, and by estimating the diffusion parameters of mobile phones, soft drinks, and economical cars in there two cities. These results indicate that firms should adjust their marketing strategies according to local cultural differences when initiating new products in the market.

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cultural difference / innovation diffusion / Bass model

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Chen Kun. The impact mechanism of consumers' cultural differences on innovation diffusion[J]. Science Research Management. 2011, 32(7): 67-75

References

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