The Influence of National Culture on New Product Creativity

Abstract

Extant national culture research in the field of new product creativity from an individual consumer’s perspective has never been done by scholars. The author developed a framework to drive and inspire new product creativity research. By applying contagion theory and Hofstede’s culture frame, this study fills the gap and investigates the moderating effect of national culture on the relationship between new product creativity (NPC) and consumers’ purchase intention (PI) through different aspects. A set of propositions demonstrates the testable theory application of the conceptual model. New constructs and significant relationships in the new context advance new product theory, research and practice in the decision-making process. This research also contributes to culture research related to purchase behaviors.