ONLINE PURCHASE INTENTION: THE ROLE OF CULTURE

International Journal of Business Society, Vol. 2, Issue 5
Dr. Mazen Mohammed AtallahDr. Mohammed Abdulellah Yousuf SaeedDr. Dhia Ali Noman
Online purchase intentionCultureTPBPurchase behavior
PDFRegular IssueDOI: 10.30566/ijo-bs/2018.2101
2Volume
5Issue

Abstract

The purpose of this study is to understand the role of culture in online purchase intentions. Although studies have recognized and provided compelling arguments that culture is an important determinant of consumers’ intention to purchase online, the current literature is clear that the theoretical foundation of culture is limited; few have investigated the role of culture in the online purchase context. Based on review of relevant literature, this article finds that culture plays a significant role in an online purchasing context and affects the behavior of social network users and their intention to purchase on social commerce sites. Understanding the role of culture in the online context will provide researchers with a comprehensive tool to analyze the interaction between web and e-commerce characteristics and cultural characteristics, and provide practitioners with different approaches to succeed in different countries.

References

[1]

Aaker, J.L. (2000), “Accessibility or diagnosticity? Disentangling the influence of culture on persuasion processes and attitudes”, Journal of Consumer Research , Vol 26 No 4, pp. 340 –57.

[2]

Ajzen , I. (2006), “Constructing a Theory of Planned Behaviour Questionnaire: Conceptual and Methodological Consideration”, Available at: http://www.people.umass.edu/aizen/pdf/tpb.measurement.pdf (accessed 2 September 2018).

[3]

Ajzen , I. (1991), “The theory of planned behavior”, Organizational behavior and human decision processes, Vol 50, pp. 179 -211.

[4]

Ajzen, I. and Fishbein, M. (1988), “Theory of reasoned action -Theory of planned behavior”, University of South Florida.

[5]

Amoroso, D. an d Lim, R. (2017), “The mediating effects of habit on continuance intention”, International Journal of Information Management , Vol 37 No 6, pp. 693 -702.

[6]

An, D. and Kim, S. (2008), “Effects of national culture on the development of consumer trust in online s hopping”, Seoul Journal of Business , Vol 14 No 1, pp. 123 –151.

[7]

Capece, G., Calabrese, A., Di Pillo, F., Costa, R., and Crisciotti, V. (2013), “The impact of national culture on e -commerce acceptance: The Italian case”, Knowledge and Process Management , Vol 20 No 2, pp. 102 –112.

[8]

De Mooij, M. (2000), “The future is predictable for international marketers: converging incomes lead to diverging consumer be havior”, International Marketing Review , Vol 17 No 2, pp. 103 -113.

[9]

Elseidi, R.I. (2018), “Determinants of halal purchasing intentions: evidences from UK”, Journal of Islamic Marketing , Vol 9 No 1, pp.167 -190. https://doi.org/10.1108/JIMA-02-2016-0013

[10]

Greenberg, R., Wong -On-Wing, B. and Lui, G. (2008), “Culture and consumer trust in online businesses”, Journal of Global Information Management , Vol 16 No 3, pp 26 –44.

[11]

Hafstrom, J.L., Chae, J. S. and Chung, Y. S. (1992), “Consumer decision -making styles: comparison between United States and Korean young consumers”, Journal of Consumer Affairs , Vol 26 No1, pp.146 -58.

[12]

Hallikainen H., and Laukkanen, T. (2018), “National culture and consumer trust in e -commerce” International Journal of Information Management , Vol 38 No1, pp. 97 -106.

[13]

Haque, A., Rahman, S. and Haque, M. (2011), “Religiosity, ethnocentrism and corporate image towards the perception of young Muslim consumers: Structural equation modeling approach” European Journal of Social Sciences , Vol 23, pp. 98 -108.

[14]

Hofstede, G. (2011), “Dimensionalizing Cultures: the Hofstede Model in Context”, Online Read in Psychology and Culture, Vol 2 No 1.

[15]

Hofstede, G. (2001), “ Culture’s Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations” , 2nd ed. Sage Publications: Thousand Oaks.

[16]

Hsiao K.L. and Chen, C.C. (2018), “What drives smartwatch purchase intention? Perspectives from hardware, software, design, a nd value”, Telematics and Informatics , Vol 35 No 1, pp. 103 -113.

[17]

Hsu, C.L., Chen, M.C., Kikuchi, K., and Machida, I. (2017), “Elucidating the determinants of purchase intention toward social shopping sites: A comparative study of Taiwan and Japan”, Telematics and Informatics , Vol 34, pp. 326 –338.

[18]

Hsu, C.L. and Lin, J.C.C. (2016), “Effect of perceived value and social influences on mobile app stickiness and in -app purchase intention”, Technological Forecasting & Social Change , Vol 108, pp. 42 –53.

[19]

Kim, H.Y., and Chung, J.E. (2011 ), “Consumer purchase intention for organic personal care products”, Journal of Consumer Marketing , Vol 28 No 1, pp. 40 -47.

[20]

Li, Y., Xu, Z., and Xu, F. (2018), “Perceived control and purchase intention in online shopping: the mediating role of self -efficacy” Social Behavior & Personality: an international journal , Vol 46 No 1, pp. 99 -106.

[21]

Lu, B., Fan, W., and Zhou, M. (2017), “Social presence, trust, and social commerce purchase intention: An empirical research” Computers in Human Behavior , Vol 56, pp. 225 -237.

[22]

Marticotte, F., and Arcand, M. (2017), “Schadenfreude, attitude and the purchase intentions of a counterfeit luxury brand”, Journal of Business Research , Vol 77, pp. 175 -183.

[23]

Mazaheri , E., Richard, M. O. and Laroche, M. (2011), “Online consumer behavior: Comparing Canadian and Chinese website visitors” Journal of Business Research , Vol 64 No 9, pp 958 -965.

[24]

Moon, J., Chadee, D., and Tikoo , S. (2008), Culture, product type, and price influences on consumer purchase intention to buy personalized products online”, Journal of Business Research , Vol 61 No 1, pp. 31 –39.

[25]

Montano, D.E. and Kasprzyk, D. (2008), “Theory of reasoned action, theory o f planned behavior, and the integrated behavioral model”. In: Glanz, K., Rimer, B.K. and Viswanath, K. Eds., Health Behavior and Health Education: Theory, Research, and Practice , 4th ed., 67 -96.

[26]

Mostafa, M.M. (2010), “A structural equation analysis of the animosity model of foreign product purchase in Egypt”, Global Business Review , Vol 11, pp. 347 -363.

[27]

Ng, C.S.P. (2013), “Intention to purchase on social commerce websites across cultures: A cross -regional study”, Information & Management , Vol 50 No 8, pp. 609-620.

[28]

Oliver, J.D., and Lee, S.H. (2010), “Hybrid car purchase intentions: a cross ‐csultural analysis”, Journal of Consumer Marketing , Vol 27 No 2, pp. 96 -103.

[29]

Pavlou, P.A. (2003), “Consumer acceptance of electronic commerce: integrating trust and risk with the technology acceptance model”, International Journal of Electronic Commerce , Vol 7 No 3, pp. 101 -34.

[30]

Richard, M.O., and Habibi, M.R. (2016), “Advanced modeling of online consumer behavior: The moderating roles of hedonism and culture”, Journal of Business Research , Vol 69 No 3, pp. 1103 -1119.

[31]

Saeed, M. A. Y., Bekhet, H. A. & Dhar, B. K. (2018) Constructing Model to Explore the Influence of Marketing Audit on Organizational Performance – An innovative Arena of Marketing. Australian Journal of Basic and Applied Sciences.

[32]

Seidenspinner, M. and Theuner, G. (2007), “Intercultural aspects of online communication a comparison of mandarin ‐speaking, US, Egyptian and German user preferences”, Journal of Business Economics and Management , Vol 8 No 2, pp. 101 -109.

[33]

Sreen, N., ShankarPurbey, S., and Sadarangani, P. (2018), “Impact of culture, behavior and gender on green purchase intention ” Journal of Retailing and Consumer Services , Vol 4, pp. 177 -189.

[34]

Suh, T. and Kwon, I.W. (2002), “Globalization and reluctant buyers”, International Marketing Review , Vol 19 No 6, pp. 663 –80.

[35]

Takada, H. and Jain, D. (1991), “Cross -national analysis of diffusion of consumer durable goods in Pacific Rim countries”, Journal of Marketing , Vol 55 No 2, pp. 48 –54.

[36]

Tang, Z., Luo, J., and Xiao, J. (2011), “Antecedents of intention to purchase mass customized products”, Journal of Product & Brand Management , Vol 20 No 4, pp. 316 -326.

[37]

Tarkiainen, A. and Sundqvist, S. (2005), Subjective norms, attitudes and intentions of Finnish consumers in buying organic food”, British food journal , Vol 107, pp. 808 -822.

[38]

Usunier, J.C. (1997), “Atomistic versus organic approaches”, International Studies of Management and Organization , Vol 26 No 4, pp. 90 –112.

[39]

Wang, J., Bao, J., Wang, C., and Wu, L. (2017), “The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures”, Sustainable Cities and Society , Vol 34, pp. 32 -42.

[40]

Wu, W.Y., Quyen, P.T. and Rivas, A.A. (2017), “How e -servicescapes affect customer online shopping intention: the moderating effects of gender and online purchasing experience”, Information Systems and e -Business Management , Vol, 15 no 3, pp. 689 -715.

[41]

Yatigammana, K. and Johar, M. (2013), “Postgraduate Students' Perceived E -Learning Acceptance: Model Validation”, International Journal of Asian Business and Information Management , Vol 4 No 3, 51 -60.

[42]

Zaichkowsky, J.L. and Sood, J.H. (1989), “A global look at consumer involvement and use of products”, International Marketing Review , Vol 6 No1, pp. 20 –35.

[43]

Zou, S. and Cavusgil, S.T. (1996), “Global strategy: a review and an integrated conceptual frame work”, European Journal of Marketing , Vol 30 No 1, pp. 52 –69.

Article Information

Article Details
Volume & IssueVol. 2, Iss. 5
Publication DateNov 15, 2018
Authors
Dr. Mazen Mohammed Atallah
Dr. Mohammed Abdulellah Yousuf Saeed
Dr. Dhia Ali Noman
DOI
10.30566/ijo-bs/2018.2101
PDF Download
ONLINE PURCHASE INTENTION: THE ROLE OF CULTURE | International Journal of Business Society