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

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  • Bangwool Han

    (Department of International Trade, College of Commerce, Chonbuk National University, Jeonju 54896, Korea)

  • Minho Kim

    (Department of International Trade, College of Commerce, Chonbuk National University, Jeonju 54896, Korea)

Abstract

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, this study contributes to the topic by identifying consumers’ personality traits and levels of susceptibility to social influences, which impact OGB intentions. Findings in Study 1 reveal that consumer personality traits (e.g., agreeableness) moderate the impact of individual cultural orientations (i.e., collectivism) on intentions toward OGB. Study 2 describes the mediation process of susceptibility to normative social influences on OGB intentions. The findings from this study bridge a literature gap in the context of OGB by demonstrating how OGB site operators can improve marketing strategies, leading to increase sustainable purchase intention. The article concludes with managerial implications by providing insights for online group buying sites and firms, particularly those that target collectivistic cultural markets.

Suggested Citation

  • Bangwool Han & Minho Kim, 2019. "Hofstede’s Collectivistic Values and Sustainable Growth of Online Group Buying," Sustainability, MDPI, vol. 11(4), pages 1-15, February.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:4:p:1016-:d:206296
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    References listed on IDEAS

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    Cited by:

    1. Caiqi Jiao, 2025. "National Culture and Digitalization: A Moderating Effect of Trust ," GATR Journals gjbssr661, Global Academy of Training and Research (GATR) Enterprise.
    2. Yu Xiang Xia & Seong Wook Chae, 2021. "Sustainable Development of Online Group-Buying Websites: An Integrated Perspective of ECM and Relationship Marketing," Sustainability, MDPI, vol. 13(4), pages 1-20, February.
    3. Qing Zhu & Renxian Zuo & Shan Liu & Fan Zhang, 2020. "Online dynamic group-buying community analysis based on high frequency time series simulation," Electronic Commerce Research, Springer, vol. 20(1), pages 81-118, March.
    4. Leonavičienė Edita & Burinskienė Aurelija & Peleckis Kęstutis, 2022. "The Role of National Culture as an Indicator of Evidence of Sustainable Development," Folia Oeconomica Stetinensia, Sciendo, vol. 22(2), pages 146-167, December.
    5. Lang Xiong & Tingting Xiao & Fuhai Nie, 2022. "Group Buying of Competing Retailers with Strategic Inventory," Sustainability, MDPI, vol. 14(20), pages 1-18, October.
    6. Selma Saracevic & Bodo B. Schlegelmilch, 2021. "The Impact of Social Norms on Pro-Environmental Behavior: A Systematic Literature Review of The Role of Culture and Self-Construal," Sustainability, MDPI, vol. 13(9), pages 1-21, May.
    7. Liang, Chih-Chin & Gao, Ying-Ting, 2024. "The rise of online group purchases in the age of pandemics," Technology in Society, Elsevier, vol. 77(C).
    8. Adolfo Carballo‐Penela & Emilio Ruzo‐Sanmartín & Romina García‐Chas & Fernando Troilo, 2024. "Does sustainable recruitment enhance motivation? A cross‐country analysis on the role of person‐organization fit," Sustainable Development, John Wiley & Sons, Ltd., vol. 32(6), pages 6983-6998, December.
    9. Lim, Weng Marc & Ahmed, Pervaiz Khalid & Ali, Md Yunus, 2022. "Giving electronic word of mouth (eWOM) as a prepurchase behavior: The case of online group buying," Journal of Business Research, Elsevier, vol. 146(C), pages 582-604.

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