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L’impact de la culture nationale du consommateur sur la valeur perçue des attributs innovants et sur la sensibilité au prix d’une innovation.

Abstract : Despite extensive research on intercultural consumer innovativeness, existing literature does not cover the topic of impacts of national culture on the perceived value of innovative product attributes. This study attempts to fill this gap, by studying the perceived value of innovative attributes, with regards to high-tech products across two major European countries (Euro zone members: France and Germany) using the GLOBE intercultural model as a framework. The results are based on quantitative consumer research (N=793) using Choice Based Conjoint Analysis and the Price Sensitivity Scale.The author’s findings highlight that national culture significantly impacts three aspects of consumer attitude with regards to the launching price of high tech innovations. These three variables are: the perceived value of innovative product attributes, the importance of innovative product attributes for consumers and the price sensitivity towards innovative products. In addition, the research identifies the moderator effects of consumer income on these relations.
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Orsolya Sadik-Rozsnyai. L’impact de la culture nationale du consommateur sur la valeur perçue des attributs innovants et sur la sensibilité au prix d’une innovation.. Sociologie. Conservatoire national des arts et metiers - CNAM, 2013. Français. ⟨NNT : 2013CNAM0899⟩. ⟨tel-01968040⟩

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