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While there have always been cultural differences between countries and between individuals, the virtualisation of markets is rendering the impact of these differences even more salient. There is clear evidence that cultural dimensions are relevant in the adoption and use of e-commerce. The purpose of this paper is to analyse the significant effects of individual cultural dimensions on perceived product quality, perceived risk and purchase intention in e-commerce platforms.

A questionnaire was developed to serve as a tool of measurement. A confirmatory factor analysis was conducted to examine whether all the indicators for the constructs are reliable. A multiple regression analysis was carried out to test the hypotheses.

The results reveal that, in the case of e-commerce platforms, the cultural dimensions uncertainty-avoidance and collectivism exert a significant influence on perceived product quality, perceived risk and purchase intention.

The present study is based on real well-known e-commerce platforms which could have influenced the responses of the sample due to potential past experiences of use. An experimental design based on fictitious platforms could offer more objective findings.

This research contributes to the understanding of e-commerce and the behaviour of consumers during online purchasing, taking into account the cultural differences that may exist between them.

The literature on individual cultural dimensions – that is, non-national cases – and the variables analysed in the present study suffers from great limitations. This study complements a growing interest in analysing the individual cultural dimensions and their effects on the sphere of e-commerce, specifically on perceived product quality, purchase intention and perceived risk during browsing, measured in terms of the six types of risk prevalent in e-commerce platforms.

This study seeks to analyze the influence of the consumer's perceived benefits deriving from two different promotional incentives offered via social media on the perceived quality of the heritage complex.

A quasi-experimental study was carried out among online users, implementing two different promotional stimuli. Facebook was selected as the social network through which the promotional incentives were offered in the experiment. The sample was obtained via a panel of Internet users provided by Sondea Internet SL.

The results showed that the benefits perceived by the tourists will depend on the sales promotion type offered. On the one hand, free VIP pass was found to be mostly related to hedonic benefits that positively affect perceived quality. On the other hand, 2 × 1 offer would be perceived as a utilitarian benefit and is likely to exert a fairly negative effect on perceived quality.

Tourism managers and practitioners are encouraged to analyze the characteristics of certain types of sales promotions, as each promotional incentive bears different values and associated benefits. The findings of this study suggest managers and practitioners to implement non-monetary promotions to enhance brand equity and perceived quality. Thus, it is paramount for the managers of cultural institutions and heritage sites to trust in sales promotions which can be very helpful if they are designed carefully.

This study pioneers the analysis of the impact of the benefits associated with different typologies of sales promotions on social networks on the perceived quality of a heritage site.

Este estudio busca analizar la influencia de los beneficios percibidos por el consumidor derivados de dos incentivos promocionales diferentes ofrecidos a través de las redes sociales sobre la calidad percibida del complejo patrimonial.

Se realizó un estudio cuasi-experimental entre usuarios en línea, implementando dos estímulos promocionales diferentes. Facebook fue seleccionada como la red social a través de la cual se ofrecieron los incentivos promocionales en el experimento. La muestra se obtuvo a través de un panel de internautas facilitado por Sondea Internet SL.

Los resultados mostraron que los beneficios percibidos por los turistas dependerán del tipo de promoción de ventas ofrecida. Por un lado, se descubrió que el pase VIP gratuito se relaciona principalmente con los beneficios hedónicos que afectan positivamente la calidad percibida. Por otro lado, la oferta 2 × 1 se percibiría como un beneficio utilitario y es probable que ejerza un efecto bastante negativo en la calidad percibida.

Este estudio es pionero en el análisis del impacto de los beneficios asociados a diferentes tipologías de promociones de ventas en redes sociales sobre la calidad percibida de un sitio patrimonial.

Se alienta a los gerentes y profesionales del turismo a analizar las características de ciertos tipos de promociones de ventas, ya que cada incentivo promocional tiene diferentes valores y beneficios asociados. Los hallazgos de este estudio sugieren que los gerentes y profesionales implementen promociones no monetarias para mejorar el valor de la marca y la calidad percibida. Por tanto, es primordial que los gestores de las instituciones culturales y los sitios patrimoniales confíen en las promociones de venta que pueden resultar muy útiles si se diseñan con cuidado.