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Consumers' intention to adopt radically new products: A conceptual model of causal cultural explanation

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Previous researchers have conducted only limited studies that explore the impact of national culture and perceived risk on the consumers' intention to adopt radically new products. Furthermore, a few studies have used the Technology Acceptance Model (TAM) to understand consumer behaviour while examining adoption of radically new products in different countries. This paper attempts to fill in this gap and proposes a cross-cultural and cross-national study to test the integrated model developed to explore consumer behaviour that may be influenced by national culture along with perceived risk.
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Keywords: NATIONAL CULTURE; PERCEIVED RISK; RADICALLY NEW PRODUCTS; TAM

Document Type: Research Article

Publication date: 2013-06-01

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