Marion Garnier|Emma K. Macdonald
The savvy French consumer: a cross-cultural replication
abstract french consumers adoption broadband may slightly lag uk australian uptake adoption various interactive technologies rapidly increasing multidimensional 19item consumer savvy scale helps assess consumer competency including technological sophistication marketing literacy networking used population profiling scale applied sample french consumers french language sample uk consumers english findings indicate translational equivalence frenchlanguage version well good fit reasonable stability scale french uk replications thus conceptual equivalence savvy across cultures supported however analysis indicates parsimonious 10item measurement model french context may justified findings implications conceptualisation assessment consumer savvy across cultures implications research practice well study limitations discussed keywords savvy consumercrosscultural researchscale replicationconsumer behaviourinternet