African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4150

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.
Email: [email protected]

  •  Accepted: 10 May 2010
  •  Published: 30 June 2010



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.