The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain

Abstract

In order to increase their markets, many companies are starting e-commerce internationalization processes that involve dealing with cultural differences among countries. Although most firms start internationalization strategies to similar countries, previous research has mainly focused on understanding expansion to countries with a great cultural distance. This study analyzes the relevance of culture in the formation of e-loyalty intentions in Argentina and Spain, two countries with slight cultural differences. Specifically, culture is proposed as a moderator of e-service quality and satisfaction effects on e-loyalty intentions. Results confirm that the influence of e-service quality on e-loyalty intentions is greater for Argentinian consumers (a little more individualistic, masculine, and less pragmatic culture compared to Spain). Besides, a greater influence of satisfaction on e-loyalty is found for Spanish consumers (a more pragmatic, collectivistic, and feminine culture compared to Argentina). The introduction of socio-demographic control variables, i.e. gender, age and education level, support the moderation effect of culture. According to these results, marketers should note that e-loyalty formation process differs across cultures, even between similar cultures. Further implications for international marketing strategies are widely discussed.

Mobile Apps Use and WOM in the Food Delivery Sector: The Role of Planned Behavior, Perceived Security and Customer Lifestyle Compatibility

“…Higher security is perceived to provide a guarantee that personal data (e.g., name, address, credit card number, etc.) will not be lost or stolen by third parties for illegal or unethical purposes [81]. Thus, consumers who perceive the transaction is secure are more likely to use, and to recommend, food delivery apps; this may help other customers in their decision-making [82].…”

“…In addition, based on previous marketing research on the determinants of service use and the spreading of WOM among other customers (e.g., [81,96]), three key demographic variables (i.e., age, gender, and occupation) are included in our framework as control variables. The number of studies examining the role of age in consumer behavior has increased significantly in recent years [33,97].…”

How websites compete in the Middle East: The example of Iran

“…The present research also makes a secondary contribution, remeding some important issues that characterise the e‐loyalty literature such as the excessive (and inconclusive) focus on uncovering the drivers of e‐loyalty (Al‐dweeri et al, 2019; Al‐Hawari, 2014; Belanche Gracia et al, 2015; Fang et al, 2018; Kaya et al, 2019; Khan et al, 2019) and on attitudinal measures (Durmuş et al, 2013; Khan et al, 2019). This focus is problematic because there is no currently no agreement on the factors affecting e‐loyalty and claimed repurchase intention does not always result in actual repurchase (Blery et al, 2009).…”

“…The use of different and complex measures (Al‐dweeri et al, 2019; Blery et al, 2009; Durmuş et al, 2013; Kassim & Ismail, 2009; Kim, Jin, & Swinney, 2009) also conflates e‐loyalty with other performance indicators, such as e‐satisfaction (Al‐dweeri et al, 2019; Al‐Hawari, 2014; Fang et al, 2018; Kaya et al, 2019), e‐trust (Faraoni et al, 2019; Kaabachi et al, 2019; Zheng et al, 1991), e‐service quality (Belanche Gracia et al, 2015; Durmuş et al, 2013; Khan et al, 2019), perceived value (Fuentes‐Blasco et al, 2010; Martínez‐Caro et al, 2018; Yao et al, 2015) and other attitudinal measures such as perceived enjoyment, perceived usefulness, personal innovativeness and knowledge sharing (Fang et al, 2016; Martínez‐Caro et al, 2018; Yao et al, 2015).…”

COVID-19 related policies: The role of environmental concern in understanding citizens’ preferences

“…In particular, the sociodemographic characteristics of gender, age, education level, social class, and political ideology were included into the research model. Previous studies have uncovered that women tend to be more concerned about quality of life ( Belanche Gracia et al, 2015 ) and they show a stronger care ethic compared to men ( Zelezny et al, 2000 ). Therefore, we expected women to have a stronger preference for long-term altruistic policies.…”