Culture or individual difference? The interplay of form design, technological innovation, and culture in the adoption of radically new products

This research investigates four research questions. First, does culture affect the effect of form design on willingness to buy (WTB)? Second, how do the form design and technological innovation interplay in two diverse cultures (USA vs. South Korea)? Third, how should the new products be designed in two diverse cultures? Fourth, do individual differences (e.g. confidence, involvement, and knowledge) affect the WTB of the new product? Three experiments were conducted one pre-test and two 2 × 2 between subject experiments both in USA and South Korea. Results demonstrate that in South Korea, radically new products (RNP) should be designed less typically for the higher WTB of consumers. In the USA, incrementally new products (INP) should follow the more typical form design for higher WTB. Individual differences such as confidence and involvement have a positive impact on WTB for South Korean consumers while only involvement has a positive impact on WTB for USA consumers. It provides several theoretical and managerial implications relevant to the consumer experience of high-tech products and form design.