Incorporating cultural values for understanding the influence of perceived product creativity on intention to buy: An examination in Italy and the US

• 成果类型: Article
• 署名作者: Rubera, Gaia; Ordanini, Andrea; Griffith, David A.
• 署名单位: Michigan State University; Michigan State University's Broad College of Business; Bocconi University
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/jibs.2011.3
• 发表日期: 2011
• 页码: 459-476
• 关键词: primary; Cross-cultural research/measurement issues; marketing strategy

摘要

Extending our understanding of the effects of perceived product creativity, this study contributes to the literature by empirically investigating the influence of cultural values on the relationship between the creativity dimensions of novelty and meaningfulness and intention to buy. Schwartz's values framework is employed to theorize cultural differences. The results, based upon 206 Italian and 201 US consumers surveyed via a mall-intercept approach, indicate that novelty is a more important dimension of product creativity in the US (i.e., a low-resultant conservative/high-resultant self-enhancement culture) than in Italy (i.e., a high-resultant conservatism/low-resultant self-enhancement culture) in influencing intention to buy and that meaningfulness is a more important dimension of creativity in Italy than in the US in influencing intention to buy. These results provide important standardization/adaptation implications for international marketing academics and practitioners. Journal of International Business Studies (2011) 42, 459-476. doi:10.1057/jibs.2011.3