Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying

@inproceedings{Han2019HofstedesCV,
  title={Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying},
  author={Bangwool Han and Minho Kim},
  year={2019}
}
This study investigates the moderating effects of consumer personality traits and the mediating effects of social influence susceptibility in consumers on the relationship between individuals’ cultural orientations and intentions toward online group buying (OGB). The Big Five personality dimensions, normative social influence, and Hofstede’s cultural dimensions are considered. Because understanding what motivates consumer intentions toward OGB is a major focus of firms and OGB website operators… CONTINUE READING

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