The globally growth of smartphone sales seems inevitable, and it opens new challenges and opportunities for businesses. Understanding consumer behavior in smartphone purchase in a cross cultural context is important for both marketers and consumers. For the development of this research, a theoretical model was proposed and tested in order to understand the impact of consumer’s innovativeness and frugal behavior on smartphone purchase intention in a cross-cultural context. To this end, it was conducted a survey that covers analyzing the antecedents of innovativeness and frugal behavior, as well as understanding the cultural difference among consumer’s smartphone purchase intention. In detail, the survey was developed in Qualtrics and distributed to participants from three countries (Brazil, China and India). The valid sample size was 349 participants in total. We used structural equation modeling to verify the proposed model and analyze the collected data. After adjustment of theoretical model, the study results indicated satisfactory indexes. The final model showed that opinion leadership, product involvement and symbolic value are factors that positively lead to domain specific innovativeness; as well as intrinsic religiosity is positive antecedent of frugal behavior; materialism also positively related to frugal behavior under economic pressure background; both consumer’s domain specific innovativeness and frugal behavior are positively lead to smartphone purchase behavioral intention; the cultural orientation value such as collectivism, uncertainty avoidance and power distance have moderate effects on relations among consumer’s Innovativeness, frugal and behavioral intention; other moderators such as status consumption and economic strain also showed significant moderate effects in the final model.