Search results

The purpose of this paper is to clarify the effect of communication satisfaction (CS) on employees’ organizational citizenship behaviors (OCBs), considering the role of organizational trust as a mediating variable within the Iranian cultural context.

This paper builds a conceptual model, based on literature review, to illustrate the effect of communication satisfaction on employees’ OCBs within the Iranian national context. Out of 194 questionnaires distributed among the employees of Iranian Water Resources Management Company, one of the well‐recognized companies in the Iranian water industry, 173 filled in the questionnaires completely.

The paper addresses the main components forming communication satisfaction, organizational trust and OCBs referring to the role of Iranian cultural dimensions. The result of analyzing the research model by using structural equation modeling (SEM) technique shows that communication satisfaction has a positive effect on organizational trust. It also depicts that organizational trust has a positive effect on OCBs and organizational trust plays a mediating role in the relationship between communication satisfaction and OCBs in an Iranian organization.

The authors developed a new conceptual model based on the literature review and field research to present novel insights into the role of in‐group collectivism, institutional collectivism, human orientation and high‐low cultural context as important cultural dimensions in the study of communication satisfaction, organizational trust and OCBs.

The purpose of this paper is to analyze perception of Russian national culture by Western managers in Western subsidiaries in Russia.

Interpretivist analysis of narratives have been collected by the authors by interviewing several Western managers in Russian subsidiaries, based on concepts of E.T. Hall.

We globally found more examples of high context than low context, but also of “hybrid context,” as well as more examples of polychrony than monochrony, and a mixture of polychrony and monochrony, the authors call “hybridchronie.” They show implications of socio-economic change in society, organizational structure and work hierarchical relationship, generation effect and importance of clans.

Limits of cultural analysis. Use of interviews (narratives) then bias of perception. Current changes in Russian society. Differences between generations in Russia and multi-ethnicity of Russia.

Danger of stereotypes in management. Implications for management.

Danger of stereotypes in perceptions and social life.

Qualitative, interpretivist approach based on in-depth interviews.

The purpose of this paper is to investigate the cultural differences in internet banking adoption between the USA and Malaysia. It aims to provide marketing recommendations based on specific cultural dimensions to promote internet banking.

With four added variables (attitude towards use, perceived credibility, self-efficacy, and anxiety), the Unified Theory of Acceptance and Use of Technology model was used. A questionnaire was developed based on the research model and distributed to 1,050 internet banking users from two countries. Structural equation modelling (SEM) was applied to 666 valid questionnaires to test the research hypotheses.

Results show that due to cultural differences, global consumers have different internet banking adoption patterns. Consumers in the USA have a more positive attitude towards use. Moreover, perceived credibility plays an important role in influencing internet banking in the USA. On the other hand, performance expectancy has a direct influence on internet banking adoption in Malaysia. Cultural dimensions such as individualism/collectivism, power distance, uncertainty avoidance, monochronic/polychromic, and high context/low context were used to explain these findings. Based on the findings, marketing recommendations that help promote internet banking in both countries were provided.

This is the one of the pioneer studies that highlights the importance of cultural differences in promoting internet banking services. It contributes to the literature by developing and testing a comprehensive research model using SEM.

The housing/real estate sector is one of the most important sectors in any country. However, existing marketing literature on the home buying behavior and the decision-making process is still in the early stage of development. The purpose of this study is to examine the home buying behavior from the consumers’ perspective in a high-context culture, namely, Kyrgyzstan and its managerial and/or public policy implications to other countries which are at a similar level of socio-economic development as Kyrgyzstan.

Using a questionnaire, data for the study (n = 300) is collected from households in Bishkek, Kyrgyzstan. Personal interviews were used to collect data from the four administrative regions of Bishkek.

Results of this study show that the physical, environmental and financial dimensions of the homes influenced consumers’ home buying intentions. A few statistically significant differences in terms of preferences for the proximity of the property to schools and shopping districts, having public sewer and water connections, and safety characteristics of the neighborhood were found between the first-time homebuyers and the repeat homebuyers.

The most important limitation of the study is the use of convenience sampling. Although the sample size is reasonably large, the selection of the responses was done based on using convenience and connections. Representativeness of the results may be limited.

Along with the physical, environmental and financial dimensions of the homes, home buying is a high-involvement decision; it is not as much of an emotional purchase but rather a main residence and a good long-term value for Kyrgyz households. Both marketing and social stimuli did not have any statistically significant effect on purchase intentions. Therefore, housing and real estate developers should focus on understanding how their offering meets individual customers’ tangible and intangible expectations and assist them in their highly involved decision-making process.

To the best of the authors’ knowledge, this study is the first to conduct an empirical study to analyze the home buying decisions of Kyrgyz households. This study contributes to marketing literature by filling the existing gaps in understanding various facets of the high-context consumers’ home buying decision-making.

This paper aims to examine whether culture impacts the execution of financial services advertising (FSA). Specifically, this study investigates how cultural values are reflected in FSA by comparing magazine ads in the USA and Korea.

This study analyzed the content of a total of 1,889 (USA = 1,486; Korea = 403) FSA in print business/news magazines from 2005 to 2009.

The finding of this study showed significant cultural differences of FSA in terms of collectivism, high and low cultural contexts, human models/celebrity presence and time orientation between the USA and Korea. However, the difference in individualistic cues between the USA and Korea was not significant.

Using the integration of multiple cultural frameworks will better explain cultural differences reflected in marketing communication in the financial services (FS) sector. Future research is needed to generalize how such frameworks are reflected in different settings, such as different media or different countries.

The findings of this study suggest that FSA reflect cultural values, providing further implications for FS companies targeting the global market.

This study extends the understanding of impact of cultural values on advertising by exploring the FS industry.

This study seeks to investigate the role and effect of national culture on internet use and access across countries and whether this is moderated by socio‐economic factors, specifically levels of education.

Hofstede's multidimensional framework serves as the conceptual basis for the study. Hierarchical multivariate regressions are conducted to test the hypothesized effects using a large‐scale secondary dataset representing socio‐economic structure and the penetration of the internet for 58 countries.

The results provide supporting empirical evidence linking nearly all of Hofstede's cultural dimensions to nations’ internet penetration either as main effects or as interactions with countries’ educational levels.

Limitations include the use of secondary data for a limited number of countries. Only the adoption and usage of one technological innovation – the internet – was investigated and only one social‐economic variable was examined for its moderating effect on the relationship between culture and internet access and usage. Future research will benefit from examining other potential factors such as a nation's demographic composition and their roles in adoption and diffusion of the Internet. In addition, Hofstede's framework is based on work related values of one business setting, which may not be representative of the entire national population, and may not overlap to other applications such as consumer behavior. Nonetheless, the framework has been tested with success in consumer research. Additional research on new technology adoption and diffusion could be conducted using other typologies of national cultural dimensions, such as the one developed by Schwartz. Managerial implications are discussed with respect to formulating effective marketing strategies for market entry, message design and promotional media choice.

The present study contributes to the literature on cross‐national internet use and access by incorporating the full range of Hofstede's cultural dimensions, along with a socio‐economic variable, a nation's educational level, as a moderating factor. The dependent variable, use and access of the internet, is measured using three different metrics, namely, internet usage, narrowband penetration and broadband penetration. In doing so, this study differs from and extends previous cross‐national research on internet adoption and diffusion.

This chapter is focused on the specification and integration of intercultural variables for human machine systems and the description of content analysis for these variables. Starting with basics of culture-oriented design, these are followed by an approach to machine localization issues and a cost model, then basics of the intercultural design and human machine system engineering process, a definition and specification of intercultural variables, a systematic treatment for their integration into the process, and a description of how to use these variables in the process. Finally, an example of an intercultural variables approach to “information coding” in a human-machine system is presented for China and Germany.

The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and product placement acceptability based on media genre and product type.

The current study employed a self‐administered online survey of 471 college students in the USA and South Korea.

Korean young adult consumers express greater ethical concerns about product placement, particularly in TV shows, and more strongly support governmental regulation than their American counterparts. In contrast, American young adults respond more favorably to product placement's enhancement of setting realism than Korean consumers. Findings also reveal cultural differences in product placement acceptability across a range of media genres and product/service types.

Only two countries were used as a proxy to characterize their respective cultural values and levels of contextuality. In addition, respondents are limited geographically to southwestern and southeastern regions in the USA, and to Korea's capital, Seoul.

Despite the widespread use of standardized product placement practices in different cultural settings, it is recommended, from the findings of this study, that managers should take caution when considering TV for placement in Korea when targeting young adults given their relatively strong concerns regarding the practice. Specific and usable information regarding appropriateness of genre and product type is also provided.

This exploratory cross‐cultural study builds upon and contributes to previous work by serving as a quantitative comparison of attitudinal responses to product placement across three media in the USA and Korea.

Global adoption of the internet and mobile usage results in a huge variation in the cultural backgrounds of consumers who generate and consume electronic word-of-mouth (eWOM). Unsurprisingly, a research trend on cross-cultural eWOM has emerged. However, there has not been an attempt to synthesize this research topic. This paper aims to bridge this gap.

This research paper conducts a systematic literature review of the current research findings on cross-cultural eWOM. Journal articles published from 2006 to 2021 are included. This study then presents the key issues in the extant literature and suggests potential future research.

The findings show that there has been an upward trend in the number of publications on cross-cultural eWOM since the early 2010s, with a relatively steeper increase toward 2020. The findings also synthesize cross-cultural eWOM research into four elements and suggest potential future research avenues.

To the best of the authors’ knowledge, there is currently no exhaustive/integrated review of cross-cultural eWOM research. This research fills the need to summarize the current state of cross-cultural eWOM literature and identifies research questions to be addressed in the future.

El boca a boca electrónico cross-cultural: una revisión sistemática de la literatura

La adopción global de Internet y los móviles da lugar a una enorme diferencia en el origen cultural de los consumidores que generan y consumen el boca a boca electrónico (eWOM). No es de extrañar que haya surgido una tendencia de investigación sobre el eWOM transcultural. Sin embargo, no se ha intentado sintetizar este tema de investigación. El objetivo de este artículo es subsanar esta carencia.

Este trabajo de investigación realiza una revisión bibliográfica sistemática de las investigaciones realizadas sobre eWOM transcultural. Se incluyen artículos de revistas publicados desde 2006 hasta 2021. A continuación, el estudio presenta las cuestiones clave de la literatura existente y sugiere posibles investigaciones futuras.

Los resultados muestran que ha habido una tendencia al alza en el número de publicaciones sobre eWOM intercultural desde principios de la década de 2010, con un aumento relativamente creciente hacia 2020. Los resultados también sintetizan la investigación sobre eWOM intercultural en cuatro elementos y sugieren posibles vías de investigación futuras.

Actualmente no existe una revisión exhaustiva/integrada de la investigación sobre el eWOM cross-cultural. Esta investigación satisface la necesidad de resumir el estado actual de la literatura sobre eWOM cross-cultural e identifica las cuestiones de investigación que deben abordarse en el futuro.

跨文化电子口碑研究：系统性文献回顾

摘要

在互联网全球化以及移动手机的广泛使用的背景下, 不同文化背景的消费者都在贡献电子口碑（eWOM）。这使得电子口碑存在文化差异。然而, 还没有人试图对这个研究课题进行综合分析。本文的目的就是要弥补这一空白。

本研究论文对目前关于跨文化eWOM的研究成果进行了系统的文献回顾。包括2006年至2021年发表的期刊文章。然后, 本研究提出了现有文献中的关键问题, 并提出了潜在的未来研究。

研究结果显示, 自2010年初以来, 关于跨文化eWOM的出版物数量呈上升趋势, 到2020年时增幅相对较大。研究结果还总结了跨文化eWOM研究的四个要素, 并提出了潜在的未来研究途径。

目前还没有关于跨文化eWOM研究的详尽/综合的回顾。这项研究填补了总结跨文化电子WOM文献现状的需要, 并确定了未来要解决的研究问题。

The advent of digitalization and the trend of social distancing coincide with the individualized lifestyle that is emerging among contemporary shoppers. This study explores the unique market of “smart solo shoppers”. Two empirical studies are conducted, which aim to identify the major dimensions of multi-channel shopping activities that are engaged by the shoppers (Study 1, n = 64) and to differentiate the shoppers' valuation of time invested in the distinct dimensions under different cultural influences (Study 2, n = 519).

A survey questionnaire is used for data collection, and data are analyzed using structural equation modeling.

Results reveal that the shopping activities converge into four principal dimensions: offline shopping, online shopping, post-shopping delivery and product return activities. Shoppers who perceive offline shopping activities as a time burden and online shopping and delivery activities as venues of value creation are more strongly self-identified as smart solo shoppers. Furthermore, smart solo shoppers who are under a strong influence of individualistic culture are found to spend time on multi-channel shopping to make the right purchase the first time, whereas shoppers perceiving being in a weak individualistic culture prefer to engage online channels while being prepared to return the unwanted purchases.

This study highlights an emerging research field in the nexus of solo consumption and smart shopping. Emphasizing the utility-driven and ego-expressive nature of smart solo shoppers, the authors provide an initial profile of these shoppers based on their time-valuation patterns and the contextual impacts of individualistic culture.