Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies
Galina Timokhina (),
Taylan Ürkmez () and
Ralf Wagner ()
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Galina Timokhina: Associate Professor, Ural State University of Economics,Yekaterinburg, Russia
South East European Journal of Economics and Business, 2018, vol. 13, issue 2, 49-71
This study presents a review of 85 peer-reviewed publications of cross-cultural variations in consumer behavior. The objectives of this study are to systemize conceptual and methodological approaches to research of cross-cultural variations in consumer behavior; to present an extended understanding of consumer behavior in related industries; to identify conceptual and methodological gaps and empirical issues in these studies; and by fulfilling the objective of this paper to develop an agenda guiding further research in a systematic manner. This literature review reveals the lack of a unified conceptual approach to defining cross-cultural variations and the absence of a unified terminology related to cross-cultural research. It also highlights methodological areas susceptible to common method bias, which hinders the establishment of equivalence in studies of cross-cultural variations in consumer behavior. This review accentuates the “cross-cultural variations” concept in consumer behavior research, covering both the differences and similarities that are the subject of cross-cultural studies. Furthermore, the current study outlines relevant contributions for theoretical and potentially managerial implications based on the study’s insights.
Keywords: Cross-cultural variations; consumer behavior; data equivalence; measurement equivalence (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:seejeb:v:13:y:2018:i:2:p:49-71:n:5
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