Individualist and collectivist factors affecting online repurchase intentions
Abstract
Purpose: This study aims to explore whether collectivistic and individualistic users exhibit different e‐commerce loyalty and purchase intentions. Design/methodology/approach: The paper operationalises Triandis' individuality and collectivism typology. Empirical data were gathered using face‐to‐face questionnaire instruments with 140 respondents, comprising undergraduate students and government employees. Findings: Online shoppers are more individualistic than those who have not shopped online, while individualism and collectivism do not influence online loyalty. Research limitations/implications: As firms compete for online custom, it would be useful to gain some understanding of the possible effects of individual and collective behaviour on purchasing behaviour. Practical implications: Instead of competing for existing online users, online stores could expand their market by appealing to offline shoppers using collective techniques. Originality/value: Online loyalty has been an important focus of prior work and, while there has been significant focus on communities, Internet use remains a very personal activity. The paper provides new evidence that offline shoppers are more collectivistic than online shoppers.
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Individualism (or collectivism) and uncertainty avoidance are considered key descriptive factors that distinguish Eastern culture from Western culture.
“In particular, individualism (or collectivism) and uncertainty avoidance are considered key descriptive factors that distinguish Eastern culture from Western culture (Frost, Goode,& Hart, 2010).”
From Do good return policies work across cultures? Effect of lenient return policies on online shopper perceptions in Eastern culture (2013) · cites this paper as Frost, Goode, & Hart, 2010
Cites
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The role played by perceived usability, satisfaction and consumer trust on website loyalty
Flavián, C., Guinalíu, M., & Gurrea, R. (2006) · Information & Management · doi:10.1016/j.im.2005.01.002 · Cited by 1,684 · see citing works
An empirical analysis of the antecedents of electronic commerce service continuance
Bhattacherjee, A. (2001) · Decision Support Systems · doi:10.1016/s0167-9236(01)00111-7 · Cited by 1,441 · see citing works
The Global Internet Shopper: Evidence from Shopping Tasks in Twelve Countries
Lynch, P. D., Kent, R. J., & Srinivasan, S. S. (2001) · Journal of Advertising Research · doi:10.2501/jar-41-3-15-23 · Cited by 347 · cited 1× · see citing works
“Lynch et al. (2001) examined shopping behaviour, instructing participants to browse various websites and vendors for approximately twenty minutes.”
BackgroundService Recovery and Fairness Perceptions in Collectivist and Individualist Contexts
Mattila, A. S., & Patterson, P. G. (2004) · Journal of Service Research · doi:10.1177/1094670503262947 · Cited by 325 · see citing works
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Elbeltagi, I., & Agag, G. (2016) · Internet Research · doi:10.1108/intr-10-2014-0244 · Cited by 232 · see citing works
Chen, M., & Lu, T. (2011) · Internet Research · doi:10.1108/10662241111176344 · Cited by 60 · see citing works
Yang, S. J., & Choi, Y. J. (2013) · Asia Marketing Journal · doi:10.53728/2765-6500.1519 · Cited by 2 · see citing works
- Authors
- Frost, D., Goode, S., & Hart, D.
- Affiliations
- Australian National University (AU)
- ORCID
- Goode, Sigi
- Venue
- Internet Research
- Publisher
- Emerald
- Published
- 2010-02-02
- Volume
- 20
- Issue
- 1
- Pages
- 6-28
- ISSN
- 1066-2243 (ISSN-L)
- OpenAlex
- W2061672814
- Cited by
- 84
- References
- 5
- Citations by year
- 2026: 1 · 2025: 2 · 2024: 3 · 2023: 2 · 2022: 5 · 2021: 6 · 2020: 3 · 2019: 2 · 2018: 7 · 2017: 9 · 2016: 3 · 2015: 8 · 2014: 9 · 2013: 7 · 2012: 11
- FWCI
- 15.12
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Internet Research (publishedVersion)
- ANU Open Research (Australian National University) (submittedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- individualism-collectivism, online repurchase intention, online shopping, consumer behavior, cross-cultural consumer differences
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