Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study

Abstract

The objective of this research is to investigate how cultural differences affect consumers’ online purchase behavior. We reviewed the recent literature on cross-cultural studies on online behavior and building on Hofstede’s theory of cultural dimensions and the theory of planned behavior (TPB), we developed a conceptual model exploring how the dimensions of national culture influence perceptions of website usability, trust, and perceived risk, which in turn impact on intention to use and online purchase behavior. A web-based questionnaire was distributed to a sample of 350 European and Asian consumers actively using Alibaba e-commerce platforms. The conceptual model was validated through a confirmatory factor analysis (CFA), while structural equation modelling (SEM) was used to empirically test the hypothesized relationships among variables. Results showed how culture significantly influenced website usability and perceived risk in European consumers and, in turn, their intention and behavior. Differently, culture significantly influenced trust of Asian consumers, as well as their intention and online behavior. With this study, we contribute to the literature on consumer online purchase behavior from a cross-cultural perspective. As culture emerged among the significant antecedents of mechanisms explaining online purchase behavior, e-tailers should tailor digital marketing strategies according to consumer cultural differences.

Solving the luxury fashion and sustainable development “oxymoron”: A cross‐cultural analysis of green luxury consumption enablers and disablers

“…uncertainty avoidance was strongly correlated with intention to use online products, while European consumers were not (Pratesi et al, 2021). Similarly, researchers found significant differences within individualistic countries, such as consumers' intention to purchase across European nations, namely, Italy and Spain (Zollo et al, 2021).…”

“…Scholars have traditionally recognized culture as a key variable to understand consumers' attitude, intention, and behavior. Recent research (Pratesi et al, 2021) shows how online purchase behavior differs across Asian and European markets, stressing the key role of culture as the main antecedent of consumers' intention to use and purchase online products. As a result, building on Hofstede's (2001) cultural dimensions theory, these authors found European consumers' individualism positively correlated with their intention to use online products, while no significant relation was found in the Chinese sample, which is a highly collectivistic country (Sivadas et al, 2008).…”

“…As a result, building on Hofstede's (2001) cultural dimensions theory, these authors found European consumers' individualism positively correlated with their intention to use online products, while no significant relation was found in the Chinese sample, which is a highly collectivistic country (Sivadas et al, 2008). Interestingly, consumers' uncertainty avoidance was strongly correlated with intention to use online products, while European consumers were not (Pratesi et al, 2021). Similarly, researchers found significant differences within individualistic countries, such as consumers' intention to purchase across European nations, namely, Italy and Spain (Zollo et al, 2021).…”

Intention to Purchase Eco-Friendly Handcrafted Fashion Products for Gifting and Personal Use: A Comparison of National and Foreign Consumers

“…Business success is contingent upon the ability to attract consumers from international markets. Research has indicated that individuals from different countries exhibit distinctive decision-making styles [14,15] and purchasing behaviors [16,17] in the context of consumer purchase behavior. However, the current literature on consumer behavior toward handcrafted fashion products is lacking, particularly concerning international perspectives and the examination of eco-friendly alternatives.…”

The effect of utilitarian and hedonic motivations on mobile shopping outcomes. A cross‐cultural analysis

“…To fill these research gaps, the present study adopts a cross‐cultural perspective to investigate the effects of m‐commerce repurchase intention by comparing Asian and Western consumers. An Asian country, China, and a Western country, Italy, were chosen for two main reasons: (a) different cultural paradigms characterize Italy and China according to Hofstede's (1980) cultural value dimensions, that is, Italian consumers show a higher level of uncertainty avoidance, individualism, and masculinity, whereas Chinese ones display greater perceived power distance, and long‐term orientation (Pratesi et al, 2021); (b) Chinese consumers are heavier users of mobile devices for shopping reasons than Italian users.…”