New Technology Mirrors Old Habits: Online Buying Mirrors Cross-National Variance of Conventional Buying

被引:5
作者
Goodrich, Kendall [1 ]
de Mooij, Marieke [2 ]
机构
[1] Wright State Univ, Raj Soin Coll Business, Dept Mkt, 254E Rike Hall,3640 Colonel Glenn Hwy, Dayton, OH 45435 USA
[2] Cross Cultural Commun Consultant, Burgh Haamstede, Netherlands
关键词
Culture; Internet; shopping; products; retail; countries;
D O I
10.1080/08961530.2011.578061
中图分类号
F [经济];
学科分类号
02 ;
摘要
The purpose of this article is to examine the relationship between Internet shopping and national cultural differences, controlling for financial variables. Prior research suggested convergence of technology but continued divergence of usage and ownership of various product categories across countries, with culture being a stable predictor variable over time. This article examines if similar differences in product acquisition via the Internet exist as via conventional shopping channels (De Mooij 2004; De Mooij and Hofstede 2002). Results suggest that culture, relative to national wealth, is a significant predictor of Internet buying differences, supporting predictions from prior research (De Mooij and Hofstede 2002). In particular, cultural variables are significantly correlated with online buying for 11 of 14 product categories, similar to buying via conventional channels. Generally, changes in retail channels don't change existing variance. The implication is that online marketing managers must be culturally sensitive in their approaches.
引用
收藏
页码:246 / 259
页数:14
相关论文
共 54 条
[1]   Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture [J].
Alden, DL ;
Steenkamp, JBEM ;
Batra, R .
JOURNAL OF MARKETING, 1999, 63 (01) :75-87
[2]  
[Anonymous], 2003, INT J ADVERT, DOI [DOI 10.1016/S0022-4359(01)00067-7, DOI 10.1080/02650487.2003.11072848]
[3]   The psychology of globalization [J].
Arnett, JJ .
AMERICAN PSYCHOLOGIST, 2002, 57 (10) :774-783
[4]  
Cairncross F., 1997, DEATH DISTANCE COMMU
[5]  
Castells M., 2001, THE INTERNET GALAXY
[6]   Cultural values reflected in theme and execution: A comparative study of US and Korean television commercials [J].
Cho, B ;
Kwon, U ;
Gentry, JW ;
Jun, S ;
Kropp, F .
JOURNAL OF ADVERTISING, 1999, 28 (04) :59-73
[7]   Cross-cultural comparisons of interactivity on corporate web sites - The United States, the United Kingdom, Japan, and South Korea [J].
Cho, CH ;
Cheon, HJ .
JOURNAL OF ADVERTISING, 2005, 34 (02) :99-115
[8]  
Clark T., 2003, J MARKETING, V67, P151, DOI DOI 10.1509/JMKG.67.2.151.18611
[9]   A cross-cultural study of interpersonal information exchange [J].
Dawar, N ;
Parker, PM ;
Price, LJ .
JOURNAL OF INTERNATIONAL BUSINESS STUDIES, 1996, 27 (03) :497-516
[10]   Convergence and divergence in consumer behavior: implications for international retailing [J].
de Mooij, M ;
Hofstede, G .
JOURNAL OF RETAILING, 2002, 78 (01) :61-69