The Effects of Country and Gender Differences on Consumer Innovativeness and Decision Processes in a Highly Globalized High-Tech Product Market

The purpose of this paper is to focus on two objectives. First, to investigate how two consumer innovativeness measures (domain-specific innovativeness (DSI) and general innovativeness (GI)) in a highly globalized product market (i.e. laptop computer) are related to two widely used demographics, country and gender. Second, to examine how innovativeness affects a series of consumer decisions such as information search, opinion dependency, and store choice