Advertisement

Does Culture Affect Consumer Behaviour, When Shopping On-Line?

  • Adnane Alaoui
  • Donata Vianelli
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

On-line retailers have to decide whether to standardize or adapt their marketing strategy to the foreign consumer markets. The objective of this article is not only to locate differences in on-line shopping behavior between English, Italian, and Chinese consumers, but also to explain these differences, through cultural dimensions. A discriminant analysis was conducted on English, Italian and Chinese consumers, based on eighteen behavioral variables, to illustrate the effect that a change of culture would have on a consumer’s on-line shopping behavior. The behavioral variables were classified in a descending lexicographic order of their discriminating power, between these cultures. After running the discriminant analysis, a factorial analysis of the eighteen behavioral describers was also run, to organize the latter into a smaller number of factors that are mutually exclusive, and very exhaustive. Factorial analysis identified five distinct factors that point out differences between the three countries, underlining that on-line retailers cannot duplicate abroad their home marketing strategy, because the needs e-shoppers wish to fulfill diverge between these markets.

Keywords

Culture Cross-cultural On-line shopping Consumer behavior 

References

  1. Alon, I., Jaffe, E., Prange, C., & Vianelli, D. (2016). Global marketing: Contemporary theory, practice and cases. New York: Routledge – Taylor & Francis.Google Scholar
  2. Ashraf, A. R., Thongpapanl, N., & Auh, S. (2014). The application of the technology acceptance model under different cultural contexts: The case of online shopping adoption. Journal of International Marketing, 22(3), 68–93.CrossRefGoogle Scholar
  3. Ashraf, A. R., Thongpapanl, N., Menguc, B., & Northey, G. (2017). The role of M-commerce readiness in emerging and developed markets. Journal of International Marketing, 25(2), 25–51.CrossRefGoogle Scholar
  4. Choi, J., & Geistfeld, L. V. (2004). A cross-cultural investigation of consumer e-shopping adoption. Journal of Economic Psychology, 25(6), 821–838.CrossRefGoogle Scholar
  5. Eurostat. (2018). E-commerce statistics for individuals. Retrieved January 17, 2018 from http://ec.europa.eu/eurostat/statistics-explained/index.php/E-commerce_statistics_for_individuals
  6. Gregory, G., Karavdic, M., & Zou, S. (2007). The effects of e-commerce drivers on export marketing strategy. Journal of International Marketing, 15(2), 30–57.CrossRefGoogle Scholar
  7. Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions and organizations across nations (2nd ed.). Thousand Oaks, CA: Sage.Google Scholar
  8. Internet World Stats. (2018). Internet users statistics in 2017. Retrieved January 17, 2018 from http://www.internetworldstats.com/stats.htm
  9. Lancioni, R. A., Smith, M. E., & Oliva, T. A. (2000). The role of the internet in supply chain management. Industrial Marketing Management, 29(1), 45–56.CrossRefGoogle Scholar
  10. Statista. (2018a). Number of digital buyers worldwide from 2014 to 2021. Retrieved January 17, 2018 from https://www.statista.com/statistics/251666/number-of-digital-buyers-worldwide/
  11. Statista. (2018b). Global markets with the highest online shopping penetration rate. Retrieved January 17, 2018 from https://www.statista.com/statistics/274251/retail-site-penetration-across-markets/
  12. Wursten, H., & Fadrhonc, T. (2012). International marketing and culture. Itim International, 1–9.Google Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.John Moores UniversityLiverpoolUK
  2. 2.University of TriesteTriesteItaly

Personalised recommendations