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The moderating effect of culture on overall perceived value in the online purchasing process

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  • Carmen Sabiote
  • Dolores Frías
  • J. Castañeda

Abstract

This study analyzes differences in the formation of overall perceived value of a tourism service purchased online, taking tourists’ national culture as a moderating variable. The intention is to understand the influence of cultural dimensions on the antecedents and consequences of overall perceived value amongst consumers of different cultures. The sample is made up of 300 tourists (150 British and 150 Spanish) who have purchased a tourism service via the Internet. The two cultures to which the tourists belong differ in terms of the cultural dimensions of uncertainty-avoidance and individualism–collectivism. The findings reveal that in the formation of overall perceived value—which embraces both the online purchase phase and also consumption of the tourism service—moderating effects are generated principally by the cultural dimensions of uncertainty-avoidance and individualism/collectivism. The key practical implications of the study are to understand the variations on overall perceived value when making an online purchase, and to understand the role played by cultural dimensions in interactions with web-based businesses. Copyright Springer-Verlag 2013

Suggested Citation

  • Carmen Sabiote & Dolores Frías & J. Castañeda, 2013. "The moderating effect of culture on overall perceived value in the online purchasing process," Service Business, Springer;Pan-Pacific Business Association, vol. 7(1), pages 83-102, March.
    • Handle: RePEc:spr:svcbiz:v:7:y:2013:i:1:p:83-102
    DOI: 10.1007/s11628-012-0146-x
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    References listed on IDEAS

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    4. Magdalena Swart & Gerhard Roodt, 2015. "Market segmentation variables as moderators in the prediction of business tourist retention," Service Business, Springer;Pan-Pacific Business Association, vol. 9(3), pages 491-513, September.
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    7. Mariana Marques Lima & Emerson Wagner Mainardes & Ricardo Gouveia Rodrigues, 2020. "Tourist expectations and perception of service providers: a Brazilian perspective," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 131-166, March.

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