Individualist and collectivist factors affecting online repurchase intentions

Abstract

Purpose-This study aims to explore whether collectivistic and individualistic users exhibit different e-commerce loyalty and purchase intentions. Design/methodology/approach-The paper operationalises Triandis' individuality and collectivism typology. Empirical data were gathered using face-to-face questionnaire instruments with 140 respondents, comprising undergraduate students and government employees. Findings-Online shoppers are more individualistic than those who have not shopped online, while individualism and collectivism do not influence online loyalty. Research limitations/implications-As firms compete for online custom, it would be useful to gain some understanding of the possible effects of individual and collective behaviour on purchasing behaviour. Practical implications-Instead of competing for existing online users, online stores could expand their market by appealing to offline shoppers using collective techniques. Originality/value-Online loyalty has been an important focus of prior work and, while there has been significant focus on communities, Internet use remains a very personal activity. The paper provides new evidence that offline shoppers are more collectivistic than online shoppers.

The moderating effect of uncertainty‐avoidance on overall perceived value of a service purchased online

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Culture Change and Globalization: The Unresolved Debate between Cross-National and Cross-Cultural Classifications

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How Should Foreign Retailers Deal With Chinese Consumers? A Cross-National Comparison of the Formation of Customer Satisfaction

“…To protect their relationship with groups preferring a certain brand such as a supermarket chain, they tend to tolerate inferior products and services rather than switch to other brands (Frost, Goode, & Hart, 2010). They also rely on information from their social network rather than compare different offers before the purchase (De Mooij, 2004).…”