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

Bangwool Han and Minho Kim
Additional contact information
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

Sustainability, 2019, vol. 11, issue 4, 1-15

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.

Keywords: online group buying; cultural orientations; personality traits; social influence susceptibility; sustainable intentions (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://www.mdpi.com/2071-1050/11/4/1016/pdf (application/pdf)
https://www.mdpi.com/2071-1050/11/4/1016/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:11:y:2019:i:4:p:1016-:d:206296

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().