The Moderating Role of Language Difference in the Relationship between Virtual Consumers’ Marketing Communications and Consumers’ Loyalty

Niu Xiongying and Worku Habtegebriel Guluma
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Niu Xiongying: Business School, University of International Business and Economics, Beijing, 100029, P.R. China
Worku Habtegebriel Guluma: Business School, University of International Business and Economics, Beijing, 100029, P.R. China

International Journal of Science and Business, 2021, vol. 5, issue 1, 126-136

Abstract: This study aims to builds and test virtual consumers’ marketing communications and consumers’ loyalty model. In addition, the study also examined the moderating role of language differences in the relationship between virtual consumers’ marketing communications and consumers’ loyalty. Reponses from 251 respondents were analyzed through multiple linear hierarchical regression analysis. The findings indicate that consumers’ marketing communications significantly positive influence on the consumers’ loyalty. However, the language differences weaken the positive relationship consumers’ marketing communications and consumers’ loyalty. This paper has important implications for theory and practice. In addition, the context of a non-individualistic culture, that is, Chinese context has significant implication for others collectivists cultures.

Keywords: Virtual consumers’ marketing communications; Language differences; Culture; Consumers’ loyalty; China (search for similar items in EconPapers)
Date: 2021
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