The influence of culture on impulse buying
ISSN: 0736-3761
Article publication date: 10 December 2018
Issue publication date: 8 February 2019
Abstract
Purpose
This study aims to expand the understanding of impulse buying behavior by looking further into the role of culture in cross-cultural contexts.
Design/methodology/approach
A cross-cultural questionnaire was administered across three countries, namely, Sweden, Turkey and Vietnam.
Findings
Culture impacts impulse buying behavior of subjects with different cultural backgrounds. However, the findings also indicate that other factors may affect impulse buying behavior.
Originality/value
The cultural role on impulse buying was brought up by a few researchers in the literature, but Hofstede’s model of four cultural dimensions and their relationship to impulse buying behavior is tested for the first time in the literature across three different countries: Sweden, Turkey and Vietnam, which, respectively, represent northern Europe, southern Europe/a part of West Asia and South East Asia.
Keywords
Acknowledgements
The authors thank the anonymous reviewers for their comments. This article was presented at Cross Cultural Business Conference in Steyr, Austria, and was based on the thesis project of Aylin Cakanlar and Tram Nguyen at Linnaeus University.
Citation
Cakanlar, A. and Nguyen, T. (2019), "The influence of culture on impulse buying", Journal of Consumer Marketing, Vol. 36 No. 1, pp. 12-23. https://doi.org/10.1108/JCM-03-2017-2139
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited