Abstract:
Although existing studies have acknowledged the impacts of Hofstede's cultural dimensions on the proactive behaviors of employees or innovations in various contexts, they have not examined the mediating role of proactive behavior between Hofstede's cultural dimensions and entrepreneurial innovativeness. Thus, this study aimed to investigate the mediating impact of proactive behavior between six of Hofstede's cultural dimensions and entrepreneurial innovativeness. Data were collected through standardized surveys from 150 retail entrepreneurs running businesses in China. SPSS and Wrap PLS SEM were used to analyze the data. The findings revealed a positive and significant impact of all six of Hofstede's cultural dimensions, including low power distance, low uncertainty avoidance, long-term orientation, indulgence, collectivism, and masculinity, on proactive behavior among entrepreneurs. Additionally, the mediating influence of proactive behavior was positive and significant for all studied Hofstede cultural dimensions and entrepreneurial innovativeness among entrepreneurs. This study provides important implications for entrepreneurs by emphasizing the importance of proactive behaviors for entrepreneurial innovativeness. Consequently, this study contributes to the existing literature by providing empirical evidence regarding the mediating role of proactive behavior among cultural dimensions and entrepreneurial innovativeness. It suggests that entrepreneurs should exhibit proactive behaviors to implement various innovative practices within their firms. © 2025 The Authors
