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Does Culture affect Consumer Behaviour, when shopping On-Line?

Alaoui Mhamdi, A and Vianelli, D (2018) Does Culture affect Consumer Behaviour, when shopping On-Line? In: Advances in National Brand and Private Label Marketing 5th International Conference 2018. Springer Proceedings in Business and Economics . Springer, pp. 105-113. ISBN 978-3319920832

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Abstract

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.

Item Type: Book Section
Uncontrolled Keywords: Culture; Cross-cultural; On-Line shopping; Consumer Behavior
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HT Communities. Classes. Races
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions: Business & Management (new Sep 19)
Publisher: Springer
Date Deposited: 01 May 2020 10:59
Last Modified: 01 May 2020 11:01
URI: http://researchonline.ljmu.ac.uk/id/eprint/12727

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