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How cultural dimensions affects purchase intention on social commerce : a comparative study between the Netherlands and Vietnam

Dao, G. (2021) How cultural dimensions affects purchase intention on social commerce : a comparative study between the Netherlands and Vietnam.

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Abstract:The high-speed development of social commerce in recent years opens an interesting research topic of consumer’s behavior intention on this channel. Despite abundant research in e-commerce across the globe, the amount of research regarding social commerce is still limited. This research explored the influence of cultural dimensions on consumer behavior on social commerce by studying the current theory of the topic, then using that to design hypotheses around the impact of cultural dimensions on trust and purchase intention on Instagram. Later, a survey was used to study the cultural dimensions, trust, and purchase intention of Instagram users in the Netherlands and Vietnam regarding four different advertising appeals. The result supported the positive effect of power distance on trust. Also, a positive and significant correlation was found between power distance and purchase intention, while the correlation between individualism – collectivism and purchase intention were significant and negative. Trust, on the other hand, had a positive effect on purchase intention. This research, however, failed to prove the correlation between individualism – collectivism with trust and the moderating effect of cultural dimensions on the relationship between trust and purchase intention on Instagram.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/87623
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