The impact of online vs. offline acculturation on purchase intentions: A multigroup analysis of the role of education
| Autor: | Hatice Kizgin, Ahmad Jamal, Nripendra P. Rana, Yogesh K. Dwivedi |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Marketing
Consumption (economics) Online and offline Ethnic community media_common.quotation_subject 05 social sciences Acculturation Friendship Enculturation 0502 economics and business 050211 marketing Social media Psychology Practical implications Social psychology 050203 business & management media_common |
| Zdroj: | Journal of Business Research. 130:724-735 |
| ISSN: | 0148-2963 |
| Popis: | The aim of this research is to determine the extent of online and offline acculturation preferences affecting purchase intentions within a minority ethnic community. This study investigates the role of social media as an agent in terms of how it influences acculturation and consumption. It also investigates the moderating role of education level. The findings highlight the significance of investigating language and friendship orientations and subsequent acculturation preferences. Empirical results confirm the impact of language and friendship orientations on enculturation/acculturation, which in turn impact purchase intentions. The results suggest differences among three groups in terms of their education level. The study discusses contribution to theory and provides future research directions, while offering useful practical implications for marketers. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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