The Role of Individual Cultural Values in Personal Innovativeness

According to the Innovation Diffusion Theory, personal innovativeness is a key component to an individual's decision-making process. Theoretically, however, it does not very clearly describe the role of cultural values in personal innovativeness. If culture influences individuals’ traits, it is necessary to discuss in depth about this relationship, as personal innovativeness a trait. This article, therefore, justifies the importance of further...