Individualist and collectivist factors affecting online repurchase intentions
Purpose: This study aims to explore whether collectivistic and individualistic users exhibit different e-commerce loyalty and purchase intentions. Design/methodology/approach: The paper operationalises Triandis' individuality and collectivism typology. Empirical data were gathered using face-to-face questionnaire instruments with 140 respondents, comprising undergraduate students and government employees. Findings: Online shoppers are more individualistic than those who have not shopped online,...[Show more]
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