Technology within cultures: Segmenting the wired consumers in Canada, France, and the USA

This paper uses a state-of-the-art quantitative modeling approach to latent class analysis analyze American, Canadian, and French consumers’ perception of technology-based products their cultural values. It identifies hidden segments consumers based on technology adoption propensity, cosmopolitan characteristics, identification with the global consumer culture. The study emphasizes diversity variability between among countries regarding localism, globalism, cosmopolitanism, framework provides new way evaluate modern reflects combination national/regional characteristics culture elements while highlighting relevance technologies communication methods in leveling preferences attitudes across cultures. From theoretical viewpoint, this article incorporating propensity empirical evaluation consumers.