Individualist and collectivist factors affecting online repurchase intentions

Abstract

Purpose This study aims to explore whether collectivistic and individualistic users exhibit different e‐commerce loyalty and purchase intentions. Design/methodology/approach The paper operationalises Triandis' individuality and collectivism typology. Empirical data were gathered using face‐to‐face questionnaire instruments with 140 respondents, comprising undergraduate students and government employees. Findings Online shoppers are more individualistic than those who have not shopped online, while individualism and collectivism do not influence online loyalty. Research limitations/implications As firms compete for online custom, it would be useful to gain some understanding of the possible effects of individual and collective behaviour on purchasing behaviour. Practical implications Instead of competing for existing online users, online stores could expand their market by appealing to offline shoppers using collective techniques. Originality/value Online loyalty has been an important focus of prior work and, while there has been significant focus on communities, Internet use remains a very personal activity. The paper provides new evidence that offline shoppers are more collectivistic than online shoppers.