The impact of online vs. offline acculturation on purchase intentions: A multigroup analysis of the role of education

Hatice Kizgin*, Ahmad Jamal, Yogesh K. Dwivedi, Nripendra P. Rana

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

3 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)724-735
Number of pages12
JournalJournal of business research
Volume130
Early online date23 May 2020
DOIs
Publication statusPublished - Jun 2021
Externally publishedYes

Keywords

  • Education
  • Multigroup analysis
  • Offline enculturation/acculturation
  • Online acculturation
  • Purchase intentions

Fingerprint

Dive into the research topics of 'The impact of online vs. offline acculturation on purchase intentions: A multigroup analysis of the role of education'. Together they form a unique fingerprint.

Cite this