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 discussing the contribution of cultural values to personal innovativeness using the theory of innovation diffusion. A systematic literature review was conducted for this qualitative analysis, and relevant theories and models were identified to elaborate on the key precursors and concerns identified with existing knowledge. A conceptual map was developed with existing knowledge that expands the knowledge gap for current research.