Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying
Abstract
:1. Introduction
2. Literature Review and Hypotheses
2.1. Online Group Buying (OGB)
2.2. Individuals’ Cultural Orientations
2.3. Moderating Role of Personality Traits
2.4. Mediation Process of Social Influence Susceptibility
Author(s) | Factors Related to Online Group Buying (OGB) and Consumers’ Intentions |
---|---|
Chiu et al. (2018) [A1] | Data collected from OGB websites in Taiwan, examined the relationship between affective commitment and consumers’ intentions with the moderator of referral rewards |
Ando (2018) [A2] | From the perspective of OGB site operations, forecasted market demand based on the influences of merchant selections and pricing strategies |
Tsai and Zhang (2016) [11] | Performed cross-cultural comparison on consumers’ OGB intention by examining the variables such as opinion leadership, perceived trust, perceived popularity, and consumer need for uniqueness |
Shiau and Chau (2015) [12] | Identified altruism is relevant to the OGB, and founded trust and satisfaction have significantly positive effects on OGB intention |
Hsu et al. (2015) [17] | Studied consumer satisfaction and trust as the predictors of repeat purchase intention in OGB with moderating role of habit |
Yen and Chang (2015) [9] | From a collectivism perception, conformity, attitude, and collective efficacy affected consumers’ intentions in a Taiwan OGB website |
Lim (2014) [33] | Tested relationship between social influences (sense of virtual community and perceived critical mass) and OGB intention (perceived risk) |
Wang and Chou (2014) [4] | Integrated the technology acceptance model (TAM) in OGB re-purchase intention with consumer characters, social influence, and system factors |
Kuan et al. (2014) [14] | Provided the different effects of the two types of OGB information (“buy” vs. “like” information) depend on the different social influences |
Lim (2014) [5] | With the information system perspective, studied the relationship between online flow elements and online shopping experiences related to OGB intention |
Wang et al. (2013) [16] | Based on both retailers’ and consumers’ motivations for OGB, consumer collective is initiated by the need to discover desirable brands at favorable prices |
3. Overview of Studies
3.1. Study 1: Moderating Role of Personality Traits
3.1.1. Method
3.1.2. Results and Discussion
3.2. Study 2: Mediation Process of Social Influence Susceptibility
3.2.1. Method
3.2.2. Results and Discussion
4. Conclusions
Author Contributions
Conflicts of Interest
Appendix A
- [A1]
- Chiu, Y.L.; Chen, L.J.; Du, J.; Hsu, Y.T. Studying the relationship between the perceived value of online group-buying websites and customer loyalty: The moderating role of referral rewards. J. Bus. Ind. Mark. 2018, 33, 665–679.
- [A2]
- Ando, T. Merchant selection and pricing strategy for a platform firm in the online group buying market. Ann. Op. Res. 2018, 263, 209–230.
- [A3]
- Bakos, J.Y. Reducing buyer search costs: Implications for electronic marketplaces. Manag. Sci. 1997, 43, 1676–1692.
- [A4]
- Tellis, G.J. The price elasticity of selective demand: A meta-analysis of econometric models of sales. J. Mark. Res. 1988, 1, 331–341.
- [A5]
- Kukar-Kinney, M.; Walters, R.G.; MacKenzie, S.B. Consumer responses to characteristics of price-matching guarantees: The moderating role of price consciousness. J. Retail. 2007, 83, 211–221.
Variables | Items | Mean (SD) | Source | Cronbach’s α |
---|---|---|---|---|
Collectivism | Q1. To understand who I am, you must see me with members of my group. Q2. To me, pleasure is spending time with others. Q3. I would help, within my means, if a relative were in financial difficulty. Q4. I make an effort to avoid disagreements with my group members. Q5. Before making a decision, I always consult with others. Q6. How I behave depends on who I am with, where I am, or both. | 4.23 (1.18) 4.14 (1.23) 4.11 (1.31) 3.87 (1.38) 3.95 (1.37) 4.14 (1.31) | Sharma (2010) [57] | 0.79 |
Agreeableness | I see myself as Q1. Trust Q2. Compliance Q3. Sympathetic Q4. Warm | 4.51 (1.23) 4.61 (1.20) 4.84 (1.23) 4.65 (1.24) | Gosling et al. (2003) [56] | 0.76 |
Subjective norm | Q1. People who influence my behavior think that I should use OGB. Q2. People who are important to me think that I should use OGB. Q3. People whose opinions I value prefer that I use OGB. | 4.28 (1.51) 4.33 (1.39) 4.24 (1.43) | Kim et al. (2009) [60] | 0.80 |
OGB Intentions | Q1. I intend to engage in online group buying. Q2. I intend to purchase items by online group buying in the future. Q3. I intend to search for more OGB information, products and services. | 3.84 (1.63) 4.11 (1.64) 4.08 (1.52) | Lim (2014) [5] | 0.81 |
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Measure | Items | Frequency | Percentage (%) |
---|---|---|---|
Gender | Male Female | 253 263 | 49.03 50.97 |
Age (years) | <18 19–22 23–30 31–45 >46 | 11 148 206 118 33 | 2.13 28.68 39.92 22.87 6.40 |
Education | High school (below) College Master (above) | 140 327 49 | 27.13 63.37 9.50 |
Experience using OGB | <six months Six months to one year One to three years Four to six years More than seven years | 27 65 117 176 131 | 5.23 12.60 22.67 34.11 25.39 |
Amount spent (per month) | $0 Less than $100 Less than $200 Less than $300 | 26 242 152 96 | 5.00 46.92 29.38 18.7 |
Source of Variance | Coeff. | p | LLCI | ULCI |
---|---|---|---|---|
Collectivistic values () | 0.267 (0.152) | 0.079 * | 0.017 | 0.518 |
Personality traits () | 0.312 (0.133) | 0.020 ** | 0.092 | 0.531 |
Collectivistic values x Personality () | 0.496 (0.298) | 0.094 * | 0.004 | 0.938 |
Coeff. | p | LLCI | ULCI | |
---|---|---|---|---|
0.423 (0.161) | 0.008 *** | |||
0.482 (0.035) | 0.000 *** | |||
0.204 (0.080) | 0.081 | 0.344 | ||
0.273 (0.150) | 0.068 * | |||
0.069 (0.129) | 0.592 |
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Han, B.; Kim, M. Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying. Sustainability 2019, 11, 1016. https://doi.org/10.3390/su11041016
Han B, Kim M. Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying. Sustainability. 2019; 11(4):1016. https://doi.org/10.3390/su11041016
Chicago/Turabian StyleHan, Bangwool, and Minho Kim. 2019. "Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying" Sustainability 11, no. 4: 1016. https://doi.org/10.3390/su11041016