The Moderating Role of Intrinsic Motivation on the Relationship Between Individualism/Collectivism and Individual Innovativeness

The aim of this study is to examine the moderating effect of intrinsic motivation on the relationship between individualism/collectivism and individual innovativeness. the study was conducted with 138 university students. the results showed that there is a positive relation between individualism and individual innovativeness and a negative relation between collectivism and individual innovativeness. the moderating role of “interest/enjoyment”, “perceived competence”, ”perceived choice”, “value/usefulness”, “effort/importance” on the relation between individualism and individual innovativeness; and the moderating role of “pressure/tension”, “relatedness” on the relation between collectivism and individual innovativeness were analyzed. only “perceived competence” has a moderating effect on the positive relationship between individualism and individual innovativeness and “pressure/tension” has a moderating effect on the negative relationship between collectivism and individual innovativeness.