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
APA StyleHan, B., & Kim, M. (2019). Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying. Sustainability, 11(4), 1016. https://doi.org/10.3390/su11041016