H12. Does Economic Development Influence Consumer Innovativeness?
This research explores the relationship between income, frugality and consumer innovativeness. Results show that income positively affects innate innovativeness, but only for the higher income countries, while an indirect effect through frugality is found in lower income countries. Frugality has no direct effect on intention of innovative behavior.
Fuchun Zhan, Nancy Wong, and Julie Anne Lee (2018) ,"H12. Does Economic Development Influence Consumer Innovativeness?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 937-937.
Fuchun Zhan, University of Wisconsin - Madison, USA
Nancy Wong, University of Wisconsin - Madison, USA
Julie Anne Lee, University of Western Australia
NA - Advances in Consumer Research Volume 46 | 2018
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