Willingness to pay for innovations:

Willingness to pay for innovations:
Document type
Article
Author(s)
Sadik-Rozsnyai, O.
Publisher
Emerald
Date of publication
10 July 2016
Subject(s)
Management & leadership: including strategy, public sector management, operations and production
Collection
Business and management
Material type
Reports

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This article is about consumer value and the related consumer willingness to pay (WTP) for innovations.

The purpose of this paper is to examine the impact of national culture and globalization on consumer value and the related WTP for technological innovations.

Methodology

The authors collected data were collected in two culturally distinct but economically similar countries (France and Germany), using large representative and comparable consumer samples (n¼642). They then used choice-based conjoint analysis as the principal method of data analysis.

Findings

This study is the first to reveal and provide strong empirical evidence of the impact of national culture on WTP for innovations.

In addition, it is the first to reveal the moderating effect of income on this relationship and to highlight an emerging European innovation adoption behaviour.

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