Submitting Campus
Worldwide
Department
Business Administration
Document Type
Article
Publication/Presentation Date
12-31-2024
Abstract/Description
This article identifies five key consumer segments based on digital technology-related behavior, attitudes toward technology (ATT), and cultural values, using cross-cultural data from the large-scale World Values Survey and national data from Pew Research data, and a combination of traditional clustering, latent class analysis, and explainable artificial intelligence (XAI) methods. The segments— Moderate Tech Enthusiasts, Highly Religious Traditionalists, Tech-Savvy Cosmopolitans, Secular Emancipatives, and Conservative Technophobes— reveal varying degrees of technology adoption and cosmopolitanism across cultures. The results indicate the interconnectedness between consumer behavior and attitudes toward technology, emancipative values, religiosity, political orientation, and cosmopolitanism, as well as the influence of demographic factors such as age, income, education, and region. The findings offer valuable insights into developing targeted, culturally sensitive international marketing strategies.
Publication Title
International Journal of Information Management
DOI
https://doi.org/10.1016/j.ijinfomgt.2024.102868
Publisher
Elsevier Ltd
Scholarly Commons Citation
Petrescu, M., Cankaya, B., Richard, M., & Namin, A. (2024). Technology emancipative and traditionalist value in cross-cultural market segmentation. International Journal of Information Management, 81(). https://doi.org/10.1016/j.ijinfomgt.2024.102868
