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Where persuasion and culture meet : The cultural influence between Turkish and Dutch consumers in the effectiveness of persuasive techniques in e-commerce

Aksit, Kerim (2020) Where persuasion and culture meet : The cultural influence between Turkish and Dutch consumers in the effectiveness of persuasive techniques in e-commerce.

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Abstract:The rise of global e-commerce has led to an increase in e-commerce activities between Turkey and the Netherlands. Subsequently, online retailers from both countries are confronted with a new consumer culture. This study has the goal of investigating these cultural differences and how they may influence consumer responses towards persuasive techniques in e-commerce. This study was conducted with an online experiment (N=284) that attempted to simulate the online consumer journey via two product pages containing authority and social proof cues. The cultural values of the participants were also measured. Contrary to expectations, the Dutch participants portrayed a higher degree in power distance than the Turkish participants, while no significant difference in collectivism was measured. Moreover, the authority cue had a positive effect on the affective and behavioral attitudes of the Dutch participants. However, the authority cue had a negative effect on the behavioral attitude of the Turkish participants. For the social proof cue, no significant effect was measured. Also, no moderating effect of the power distance and collectivism scores on the effectiveness of the peripheral cues could be established. It was not possible to use culture to predict the susceptibility of the Dutch and Turkish online consumers towards peripheral cues.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/85393
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