The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain

Belanche Gracia, Daniel (Universidad de Zaragoza) ; Casaló Ariño, Luis Vicente (Universidad de Zaragoza) ; Guinalíu Blasco, Miguel (Universidad de Zaragoza)

Resumen: 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.

Idioma: Inglés

DOI: 10.1016/j.brq.2015.02.003

Año: 2015

Publicado en: BRQ Business Research Quarterly 18, 4 (2015), 275-292
ISSN: 2340-9436

Factor impacto JCR: 0.857 (2015)

Categ. JCR: BUSINESS rank: 88 / 120 = 0.733 (2015) - Q3 - T3

Factor impacto SCIMAGO: 0.371 - Business, Management and Accounting (miscellaneous) (Q2) - Economics and Econometrics (Q3)

Tipo y forma: Article (Published version)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)