Abstract

Yi Hsu, Liwei Hsu* and Chung-Wen Yeh

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 crossculture investigation on consumer or other pertinent issues.