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The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France

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  • Xu-Priour, Dong-Ling
  • Truong, Yann
  • Klink, Richard R.

Abstract

This study proposes a model of online shopping behavior that examines the influence of collectivism and polychronic time orientation on customers' online social interaction in the context of social media and its influence on psychological reactions to this interaction (i.e., trust perception, browsing experience),which in turn influences behavioral intention to use online shopping. The model is empirically tested and results are compared across French and Chinese cultures. Results of multigroup structural equation modeling using a sample of more than 1000 website visitors in both cultures support the hypotheses and show several non-invariant and invariant paths between the groups. Specifically, the influences of collectivism and polychronic time orientation on Internet users' social interaction are stronger for Chinese respondents than for French respondents. Moreover, the influence of social interaction on trust perception, and of trust perception on intention to use online shopping, is stronger for Chinese respondents than for French respondents. However, the influence of social interaction on browsing experience is similar between the two groups. Finally, the influence of trust perception on intention to use online shopping is found to be not significant for the French sample but significant for the Chinese sample. Implications for cross-cultural studies and managers are discussed.

Suggested Citation

  • Xu-Priour, Dong-Ling & Truong, Yann & Klink, Richard R., 2014. "The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France," Technological Forecasting and Social Change, Elsevier, vol. 88(C), pages 265-275.
    • Handle: RePEc:eee:tefoso:v:88:y:2014:i:c:p:265-275
    DOI: 10.1016/j.techfore.2014.07.010
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    4. Eyo Emmanuel Essien & Christian Amadi & Rajunor Bassey Anani, 2019. "Understanding the Influence of Time Pressure and Social Ties on Public Sector Supplier Selection Decisions: A Polychronic Context Explanation," International Business Research, Canadian Center of Science and Education, vol. 12(3), pages 79-93, March.
    5. Iranmanesh, Mohammad & Min, Connie Low & Senali, Madugoda Gunaratnege & Nikbin, Davoud & Foroughi, Behzad, 2022. "Determinants of switching intention from web-based stores to retail apps: Habit as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    6. Jingyu Li & Anding Zhu & Dongsheng Liu & Wenmin Zhao & Yi Zhou & Yahui Chen & Yanni Liu & Nan Sun, 2020. "Sustainability of China’s Singles Day Shopping Festivals: Exploring the Moderating Effect of Fairness Atmospherics on Consumers’ Continuance Participation," Sustainability, MDPI, vol. 12(7), pages 1-24, March.
    7. Li, Chia-Ying, 2019. "How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website," Technological Forecasting and Social Change, Elsevier, vol. 144(C), pages 282-294.
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