publication . Conference object . 2013

Culture, cognition and e-commerce behavior

Alhammad, M. M.; Stephen Gulliver; Wiafe, I.; Nakata, K.;
Open Access English
  • Published: 01 Jan 2013
  • Country: United Kingdom
Existing research has given little attention to the relationship between culture characteristics and consumer’s internal beliefs particularly in the pre-purchase stage, and how this relationship affects consumer’s purchase decision. This paper considers the theory of cognitive dissonance and its extended model (the 3D-RAB), as a means to study the current distribution of consumer’s pre-purchase cognitive dissonance, which allows us to investigate the effects of culture characteristics on this distribution. Results revealed that individualism versus collectivism and high power distance dimensions, from Hofstede’s cultural model, influence consumer’s pre-purchase ...
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