The impact of cultural dimensions on online store loyalty
Abstract
Although online stores operate internationally for an already long time, the impact of cultural differences on them only recently gained interest. The aim of this study is to assess the impact of cultural dimensions on loyalty to online stores. It is based on a systematic analysis of 10 core databases that included 3,557 articles published between 2000 and 2020. Using PRISMA steps, 116 articles, totalling around 56,000 respondents from 25 different countries across all continents, are included in the meta-analysis. The results extend theoretical knowledge by showing that uncertainty avoidance harms customer loyalty, while masculinity has a positive impact. Additionally, it is found that loyalty is lower in countries with a low level of long-term orientation and higher in countries with a high level of power distance or a low level of indulgence. Lastly, individualism has no impact on the level of loyalty. Theoretical and managerial implications are also presented.
Keyword : loyalty to online stores, culture, power distance, long-term orientation, masculinity, individualism, indulgence, uncertainty avoidance
How to Cite
Dikčius, V., Adomavičiūtė-Sakalauskė, K., Kiršė, S., & Zimaitis, I. (2023). The impact of cultural dimensions on online store loyalty. Journal of Business Economics and Management, 24(3), 576–593. https://doi.org/10.3846/jbem.2023.19879
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Gracia, D. B., Casaló Ariño, L. V., & Guinalíu Blasco, M. (2015). The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain. Business Research Quarterly, 18(4), 275–292. https://doi.org/10.1016/j.brq.2015.02.003
Gundlach, G. T., & Murphy, P. E. (1993). Ethical and legal foundations of relational marketing exchanges. Journal of Marketing, 57(4), 35–46. https://doi.org/10.1177/002224299305700403
Gurnsey, R. (2017). Statistics for research in psychology: A modern approach using estimation. Sage Publications, Inc.
Han, H., Kiatkawsin, K., Kim, W., & Lee, S. (2017). Investigating customer loyalty formation for wellness spa: Individualism vs. collectivism. International Journal of Hospitality Management, 67, 11–23. https://doi.org/10.1016/j.ijhm.2017.07.007
Hewett, K., Money, R. B., & Sharma, S. (2006). National culture and industrial buyer-seller relationships in the United States and Latin America. Journal of the Academy of Marketing Science, 34(3), 386–402. https://doi.org/10.1177/0092070305285370
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Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations. Sage Publications.
Hofstede, G., Hofstede, G. J., & Minkov, M. (2010). Cultures and organisations: Software of the mind (3 ed.). McGraw-Hill.
Hofstede, G. (2011). Dimensionalizing cultures: The Hofstede model in context. Online Readings in Psychology and Culture, 2(1). https://doi.org/10.9707/2307-0919.1014
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Hunter, J. E., & Schmidt, F. L. (1990). Methods of Meta-Analysis: Correcting error and bias in research findings. Sage Publications, Inc.
Hwang, J., & Choi, L. (2020). Having fun while receiving rewards?: Exploration of gamification in loyalty programs for consumer loyalty. Journal of Business Research, 106, 365–376. https://doi.org/10.1016/j.jbusres.2019.01.031
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Jin, B., Park, J. Y., & Kim, J. (2008). Cross‐cultural examination of the relationships among firm reputation, e‐satisfaction, e‐trust, and e‐loyalty. International Marketing Review, 25(3), 324–337. https://doi.org/10.1108/02651330810877243
Karahanna, E., Williams, C. K., Polites, G. L., Liu, B., & Seligman, L. (2013). Uncertainty avoidance and consumer perceptions of global e-commerce sites: A multi-level model. Drake Management Review, 3(1), 12-47.
Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce setting. Asia Pacific Journal of Marketing and Logistics, 22(3), 351–371. https://doi.org/10.1108/13555851011062269
Khare, A. (2014). Influence of cultural values on Indian consumers’ local store loyalty. Journal of International Consumer Marketing, 26, 329–343. https://doi.org/10.1080/08961530.2014.917367
Kim, J., Yang, K., & Yong Kim, B. (2013). Online retailer reputation and consumer response: Examining cross cultural differences. International Journal of Retail & Distribution Management, 41(9), 688–705. https://doi.org/10.1108/IJRDM-02-2012-0009
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