No abstract

The past several decades have witnessed the rapid globalization of consumption markets and widespread diffusion of information and communication technologies. However, the use of technology by consumers is not a foregone conclusion. We investigate the role of global self-identity on the orientation toward technology readiness and usage. Relying on a social-identity model of motivation as our theoretical framework, we propose a model which incorporates global self-identity (i.e., cosmopolitanism/parochialism and global/local identification) and self-regulation (i.e., promotion and prevention focus) in predicting technology readiness and usage in a self-service technology context. The proposed model is tested in two different cultures, the U.S. and China, and is contrasted with two theoretically-competing models as well. Results provide support for the hypothesized model, and a number of limitations, implications, and directions for future research are discussed.

Purpose -The purpose of this paper is to examine and compare the validity of different operationalizations of cultural and institutional distance. Design/methodology/approach -First, a review of the theoretical background for Hofstede's, Schwartz's, Trompenaars's, and Global Leadership and Organizational Behavior Effectiveness' (GLOBE) cultural frameworks is provided, as well as the institutional environment. Then, the validity of each framework is assessed by evaluating how well each framework groups countries into appropriate clusters, and finally comparisons between the different frameworks are drawn. Findings -It was found that the cultural distance (CD) constructs based on Hofstede and Trompenaars have strong convergent validity. CD constructs based on Schwartz and GLOBE are found to have the weakest validity. The institutional distance (ID) constructs are conceptualized to be broader than the traditional CD constructs. However, high correlations indicate a strong overlap between ID and CD. Additionally, the ID constructs are highly correlated with factors related to economic development, potentially limiting their usefulness. Originality/value -Both researchers and practitioners can choose from a variety of CD/ID frameworks to fill their needs; however, variance in the performance between frameworks may lead to faulty conclusions. In response to this need to accurately capture cross-cultural differences, the validity of nine different operationalizations of CD/ID have been examined. Contrary to popular belief, the traditional CD construct based on Hofstede is shown to compare favorably with other frameworks and calls for the abandonment of this index may be premature.

Rural entrepreneurs are of extreme importance in China's progress toward a more market‐oriented economy as the vast majority of Chinese live in rural areas. From an institutional perspective and based on content analysis of 91 publicly published stories about rural Chinese entrepreneurs broadcast by China Central Television, this paper addresses several key aspects of rural entrepreneurship in China and specifically probes into how different institutional elements (i.e., regulative, normative, and cognitive components) affect the strategic behaviors of rural Chinese entrepreneurs. We found that due to weak regulatory protection of intellectual rights, rural entrepreneurs in China tend to work on innovations on their own or with close family members instead of collaborating with external sources; these entrepreneurs use guanxi strategically to deal with constraints from the institutional environment; it is important to build legitimacy by either building alliances with large, established firms, or acquiring approval from people of authority.

Purpose -Innovative consumers are an important market segment. This paper seeks to investigate whether consumers' innate innovativeness is associated with their shopping styles. Specifically, it aims to explore the relationship between two types of innovativeness -sensory and cognitiveand consumer shopping styles. Design/methodology/approach -The paper integrates the consumer innovativeness and consumer shopping styles literature. It is built on the premise that if consumer innovativeness is regarded as a general personality trait, then it would also be reflected in consumers' shopping approaches. A structural equation model is used to test the relationship between cognitive and sensory innovativeness and various shopping styles. Findings -Sensory innovativeness and cognitive innovativeness can lead to different shopping styles. Cognitive innovators are inclined to show shopping styles such as quality consciousness, price consciousness, and confusion by overchoice. On the other hand, sensory innovators are inclined to have shopping styles such as brand consciousness, fashion consciousness, recreational orientation, impulsive shopping, and brand loyalty/habitual shopping.Research limitations/implications -The research is based on a convenience sample of young consumers in a particular country -China. Generalizability of the results would depend on future research conducted in other cultures and consumers of other age groups. Practical implications -The findings of this research help managers to develop a deeper insight into product development and marketing. Product form can be designed to appeal to the two different types of innovative consumers -cognitive innovators and sensory innovators. Marketing communication and brand management should be based on the shopping styles of these different types of innovative consumers. Furthermore, since the youth market in China represents an enormous opportunity for marketers, the paper provides valuable insights into this key market segment in one of the most important markets in the world. Originality/value -The paper is the first step in exploring the relationship between consumer innovativeness and consumer shopping styles. It provides new insights into the shopping patterns of consumers who belong to different innovativeness types. In addition, it also makes a new contribution to the shopping styles literature by exploring potential antecedents to the various shopping styles.