International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss


Impact of 5-D of Religiosity on Diffusion Rate of Innovation
Afshan Azam, Prof. Fu Qiang, Muhammad Ibrahim Abdullah, Syed Ali Abbas

Diffusion of Innovation (products and services) has become comprehensive and complex in last three decades. Consumers are divulged to many influences and religiosity is one of them, which mainly remained uncovered. Up to now few researchers conducted research to find the relationship between Religiosity and Diffusion rate of Innovation. This research paper aims to investigate the relationship between religiosity and diffusion rate of innovation. To find this relation we use 5-D of religiosity that is Ideological, Ritualistic, Experiential, Intellectual and Consequential, where religiosity is independent variable and diffusion rate is dependent variable. We use two main religion of the world Islam and Christianity; structured questionnaires were distributed among the respondents of both the religions. Regression and Correlation analysis were used for data analysis. Analysis of the data collected from both the religion led to the conclusion that religiosity has a significant impact on diffusion rate of innovation. The results of this paper will help multinational organization’s managers and marketers in decision making regarding introduction of new product and services even within same ethnicity.

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