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The Impact of Online vs. Offline Acculturation on Purchase Intentions: A Multigroup Analysis of the Role of Education
Kizgin, Hatice Jamal, A. Dwivedi, Y.K. Rana, Nripendra P.
Kizgin, Hatice
Jamal, A.
Dwivedi, Y.K.
Rana, Nripendra P.
Publication Date
2020
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© 2020 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license.
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openAccess
Accepted for publication
05/05/2020
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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.
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Accepted manuscript
Citation
Kizgin H, Jamal A, Dwivedi YK et al (2020) The Impact of Online vs. Offline Acculturation on Purchase Intentions: A Multigroup Analysis of the Role of Education. Journal of Business Research. Accepted for publication.
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Article