African Journal of Estate and Property Management

African Journal of Estate and Property Management ISSN 9671-8498 Vol. 2 (7), pp. 001-014, July, 2015. © International Scholars Journals

Full Length Research Paper

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.

Accepted 10 May, 2015

Abstract

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.