56753 20230622083307.0 doi 10.1016/j.brq.2015.02.003 sideral 96188 ART-2015-96188 eng Belanche Gracia, Daniel Universidad de Zaragoza (orcid)0000-0002-2291-1409 The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain 2015 Access copy available to the general public Unrestricted In order to increase their markets, many companies are starting e-commerce internationalization processes that involve dealing with cultural differences among countries. Although most firms start internationalization strategies to similar countries, previous research has mainly focused on understanding expansion to countries with a great cultural distance. This study analyzes the relevance of culture in the formation of e-loyalty intentions in Argentina and Spain, two countries with slight cultural differences. Specifically, culture is proposed as a moderator of e-service quality and satisfaction effects on e-loyalty intentions. Results confirm that the influence of e-service quality on e-loyalty intentions is greater for Argentinian consumers (a little more individualistic, masculine, and less pragmatic culture compared to Spain). Besides, a greater influence of satisfaction on e-loyalty is found for Spanish consumers (a more pragmatic, collectivistic, and feminine culture compared to Argentina). The introduction of socio-demographic control variables, i.e. gender, age and education level, support the moderation effect of culture. According to these results, marketers should note that e-loyalty formation process differs across cultures, even between similar cultures. Further implications for international marketing strategies are widely discussed. info:eu-repo/semantics/openAccess by http://creativecommons.org/licenses/by/3.0/es/ 0.857 2015 BUSINESS 88 / 120 = 0.733 2015 Q3 T3 0.371 2015 Business, Management and Accounting (miscellaneous) 2015 Q2 Economics and Econometrics 2015 Q3 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Casaló Ariño, Luis Vicente Universidad de Zaragoza (orcid)0000-0002-9643-2814 Guinalíu Blasco, Miguel Universidad de Zaragoza (orcid)0000-0002-1456-4726 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 18, 4 (2015), 275-292 Bus. res. q. BRQ Business Research Quarterly 2340-9436 1406225 http://zaguan.unizar.es/record/56753/files/texto_completo.pdf Versión publicada 90048 http://zaguan.unizar.es/record/56753/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:56753 articulos driver 2023-06-21-14:58:08 ARTICLE