IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v11y2019i4p1016-d206296.html
   My bibliography  Save this article

Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying

Author

Listed:
  • Bangwool Han

    (Department of International Trade, College of Commerce, Chonbuk National University, Jeonju 54896, Korea)

  • Minho Kim

    (Department of International Trade, College of Commerce, Chonbuk National University, Jeonju 54896, Korea)

Abstract

This study investigates the moderating effects of consumer personality traits and the mediating effects of social influence susceptibility in consumers on the relationship between individuals’ cultural orientations and intentions toward online group buying (OGB). The Big Five personality dimensions, normative social influence, and Hofstede’s cultural dimensions are considered. Because understanding what motivates consumer intentions toward OGB is a major focus of firms and OGB website operators, this study contributes to the topic by identifying consumers’ personality traits and levels of susceptibility to social influences, which impact OGB intentions. Findings in Study 1 reveal that consumer personality traits (e.g., agreeableness) moderate the impact of individual cultural orientations (i.e., collectivism) on intentions toward OGB. Study 2 describes the mediation process of susceptibility to normative social influences on OGB intentions. The findings from this study bridge a literature gap in the context of OGB by demonstrating how OGB site operators can improve marketing strategies, leading to increase sustainable purchase intention. The article concludes with managerial implications by providing insights for online group buying sites and firms, particularly those that target collectivistic cultural markets.

Suggested Citation

  • Bangwool Han & Minho Kim, 2019. "Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying," Sustainability, MDPI, vol. 11(4), pages 1-15, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:4:p:1016-:d:206296
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/11/4/1016/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/11/4/1016/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Sarv Devaraj & Robert F. Easley & J. Michael Crant, 2008. "Research Note ---How Does Personality Matter? Relating the Five-Factor Model to Technology Acceptance and Use," Information Systems Research, INFORMS, vol. 19(1), pages 93-105, March.
    2. Bogaçhan Çelen & Shachar Kariv, 2004. "Distinguishing Informational Cascades from Herd Behavior in the Laboratory," American Economic Review, American Economic Association, vol. 94(3), pages 484-498, June.
    3. Bearden, William O & Netemeyer, Richard G & Teel, Jesse E, 1989. "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(4), pages 473-481, March.
    4. Yang, Kiseol & Jolly, Laura D., 2009. "The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 16(6), pages 502-508.
    5. Burnkrant, Robert E & Cousineau, Alain, 1975. "Informational and Normative Social Influence in Buyer Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 2(3), pages 206-215, December.
    6. Xiaoqing Jing & Jinhong Xie, 2011. "Group Buying: A New Mechanism for Selling Through Social Interactions," Management Science, INFORMS, vol. 57(8), pages 1354-1372, August.
    7. Wang, Jeff Jianfeng & Zhao, Xin & Li, Julie Juan, 2013. "Group Buying: A Strategic Form of Consumer Collective," Journal of Retailing, Elsevier, vol. 89(3), pages 338-351.
    8. McGinnis, Lee Phillip & Gentry, James W., 2009. "Underdog consumption: An exploration into meanings and motives," Journal of Business Research, Elsevier, vol. 62(2), pages 191-199, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Leonavičienė Edita & Burinskienė Aurelija & Peleckis Kęstutis, 2022. "The Role of National Culture as an Indicator of Evidence of Sustainable Development," Folia Oeconomica Stetinensia, Sciendo, vol. 22(2), pages 146-167, December.
    2. Lang Xiong & Tingting Xiao & Fuhai Nie, 2022. "Group Buying of Competing Retailers with Strategic Inventory," Sustainability, MDPI, vol. 14(20), pages 1-18, October.
    3. Lim, Weng Marc & Ahmed, Pervaiz Khalid & Ali, Md Yunus, 2022. "Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying," Journal of Business Research, Elsevier, vol. 146(C), pages 582-604.
    4. Selma Saracevic & Bodo B. Schlegelmilch, 2021. "The Impact of Social Norms on Pro-Environmental Behavior: A Systematic Literature Review of The Role of Culture and Self-Construal," Sustainability, MDPI, vol. 13(9), pages 1-21, May.
    5. Liang, Chih-Chin & Gao, Ying-Ting, 2024. "The rise of online group purchases in the age of pandemics," Technology in Society, Elsevier, vol. 77(C).
    6. Yu Xiang Xia & Seong Wook Chae, 2021. "Sustainable Development of Online Group-Buying Websites: An Integrated Perspective of ECM and Relationship Marketing," Sustainability, MDPI, vol. 13(4), pages 1-20, February.
    7. Qing Zhu & Renxian Zuo & Shan Liu & Fan Zhang, 2020. "Online dynamic group-buying community analysis based on high frequency time series simulation," Electronic Commerce Research, Springer, vol. 20(1), pages 81-118, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kee-Young Kwahk & Byoungsoo Kim, 2017. "Effects of social media on consumers’ purchase decisions: evidence from Taobao," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 803-829, December.
    2. Fong, Cher-Min & Chang, Hsing-Hua Stella & Lin, Mong-Ching & Chen, I-Hung, 2022. "Reexamining emerging market animosity toward western developed countries: A social dilemma in physical retailing consumption under normative influence," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Lascu, Dana-Nicoleta & Bearden, William O. & Rose, Randall L., 1995. "Norm extremity and interpersonal influences on consumer conformity," Journal of Business Research, Elsevier, vol. 32(3), pages 201-212, March.
    4. Barbopoulos, Isak & Johansson, Lars-Olof, 2017. "The Consumer Motivation Scale: Development of a multi-dimensional and context-sensitive measure of consumption goals," Journal of Business Research, Elsevier, vol. 76(C), pages 118-126.
    5. Michael Seiler & Mark Lane & David Harrison, 2014. "Mimetic Herding Behavior and the Decision to Strategically Default," The Journal of Real Estate Finance and Economics, Springer, vol. 49(4), pages 621-653, November.
    6. Shan-Shan Liao & Ching-Yuan Lin & Ying-Ji Chuang & Xing-Zheng Xie, 2020. "The Role of Social Capital for Short-Video Platform Users’ Travel Intentions: SEM and Fsqca Findings," Sustainability, MDPI, vol. 12(9), pages 1-22, May.
    7. Jamal, Ahmad & Shukor, Syadiyah Abdul, 2014. "Antecedents and outcomes of interpersonal influences and the role of acculturation: The case of young British-Muslims," Journal of Business Research, Elsevier, vol. 67(3), pages 237-245.
    8. Utkal Khandelwal & Naval Bajpai, 2013. "Measuring Consumer Attitude through Marketing Dimensions: A Comparative Study between Metro and Non-metro Cities," Jindal Journal of Business Research, , vol. 2(2), pages 85-103, December.
    9. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    10. Wang, Shih-Ching & Lang, Mark, 2015. "The effects of special displays on shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 125-132.
    11. Leonardo Bursztyn & Florian Ederer & Bruno Ferman & Noam Yuchtman, 2012. "Understanding Peer Effects in Financial Decisions: Evidence from a Field Experiment," NBER Working Papers 18241, National Bureau of Economic Research, Inc.
    12. Tianhua Zhang & Juliang Zhang & Fu Zhao & Yihong Ru & John W. Sutherland, 2020. "Allocating resources for a restaurant that serves regular and group-buying customers," Electronic Commerce Research, Springer, vol. 20(4), pages 883-913, December.
    13. Song, Jinzhu & Drennan, Judy C. & Andrews, Lynda M., 2012. "Exploring regional differences in Chinese consumer acceptance of new mobile technology: A qualitative study," Australasian marketing journal, Elsevier, vol. 20(1), pages 80-88.
    14. Lorenz Graf-Vlachy & Katharina Buhtz & Andreas König, 2018. "Social influence in technology adoption: taking stock and moving forward," Management Review Quarterly, Springer, vol. 68(1), pages 37-76, February.
    15. Fernandes, Semila & Venkatesh, V.G. & Panda, Rajesh & Shi, Yangyan, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    16. Jing Wang & Anocha Aribarg & Yves F. Atchadé, 2013. "Modeling Choice Interdependence in a Social Network," Marketing Science, INFORMS, vol. 32(6), pages 977-997, November.
    17. Hutzinger, Clemens & Weitzl, Wolfgang J., 2021. "Co-creation of online service recoveries and its effects on complaint bystanders," Journal of Business Research, Elsevier, vol. 130(C), pages 525-538.
    18. Semila Fernandes & V.G. Venkatesh & Rajesh Panda & Yangyan Shi, 2021. "Measurement of factors influencing online shopper buying decisions: A scale development and validation," Post-Print hal-04455597, HAL.
    19. Bambauer-Sachse, Silke & Mangold, Sabrina, 2011. "Brand equity dilution through negative online word-of-mouth communication," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 38-45.
    20. Jiarong Shi & Zihao Jiang, 2023. "Willingness to pay a premium price for green products: does a reference group matter?," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(8), pages 8699-8727, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:11:y:2019:i:4:p:1016-:d:206296. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.