Effects of innovations, cultures and demographics on online impulse buying : case study of France and India
Sonawane, Shrikant Rajendra (2021)
Pro gradu -tutkielma
2021
School of Business and Management, Kauppatieteet
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi-fe2021101250678
https://urn.fi/URN:NBN:fi-fe2021101250678
Tiivistelmä
The main aim of this research thesis is to understand the effects of innovations, cultures and demographics on the impulse decision making process. As a part of case study, the individualistic and collectivistic countries that are studied for this research are France and India, respectively. This project focuses on understanding the effects of these factors in online shopping context. The role of cultural factors are based on Hofstede’s dimensions of cultures and the source of analysis is based on the quantitative data collected from the citizens of both the countries.
The finding of this research shows that difference between individualistic and collectivistic cultures highly depends of their perception on concept of self (dependent and interdependent) and this influences impulse buying behavior. The upbringing and surrounding social environment equally plays role in developing buying traits. Both cultures view the concept of shopping in different ways which affects their buying traits. Along with individualism-collectivism, the other factors of Hofstede’s cultural dimension also plays vital part in studying consumer behaviors.
This research also analyze the interdependence stating that resource sharing can influence the impulse buying. It helps to understand buying traits in online environment and strategies marketers can put in place to encourage more impulse buying while improving the trust, reducing risk for the online consumers. The research also puts light on the innovations that can help accelerate the impulse buying in upcoming years.
The finding of this research shows that difference between individualistic and collectivistic cultures highly depends of their perception on concept of self (dependent and interdependent) and this influences impulse buying behavior. The upbringing and surrounding social environment equally plays role in developing buying traits. Both cultures view the concept of shopping in different ways which affects their buying traits. Along with individualism-collectivism, the other factors of Hofstede’s cultural dimension also plays vital part in studying consumer behaviors.
This research also analyze the interdependence stating that resource sharing can influence the impulse buying. It helps to understand buying traits in online environment and strategies marketers can put in place to encourage more impulse buying while improving the trust, reducing risk for the online consumers. The research also puts light on the innovations that can help accelerate the impulse buying in upcoming years.