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首页> 外文期刊>Journal of Business Research >Cross-national variation in consumers' retail channel selection in a multichannel environment: Evidence from Asia-Pacific countries
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Cross-national variation in consumers' retail channel selection in a multichannel environment: Evidence from Asia-Pacific countries

机译：多渠道环境下消费者零售渠道选择的跨国差异：来自亚太国家的证据

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摘要

This study examines the impact of cross-national variation in culture on the selection of retail channels in a multichannel environment in eight Asia-Pacific countries. In contrast to the prior literature, which examined the intention to purchase through online channels, we study the actual purchase decisions made by consumers by comparing online and telephone channels. We adopt Hofstede, Hofstede, and Minkov's (2010) six cultural dimensions (power distance, uncertainty avoidance, individualism/collectivism, masculinity/femininity, long vs. short-term orientation, and indulgence vs. restraint) to examine the impact of cross-national variation in culture on online vs. telephone retail channel selection. The empirical findings suggest that countries with high uncertainty avoidance and long-term orientation are less likely to adopt online channels rather than telephone channels, whereas countries with high individualism, high masculinity, and high indulgence are more likely to adopt online channels. These findings highlight the importance of cross-national variation of culture on retail channel selection.
机译：这项研究考察了跨国文化差异对八个亚太国家/地区多渠道环境中零售渠道选择的影响。与先前的文献检查了通过在线渠道进行购买的意图相反，我们通过比较在线和电话渠道来研究消费者做出的实际购买决策。我们采用Hofstede，Hofstede和Minkov（2010）的六个文化维度（权力距离，规避不确定性，个人主义/集体主义，男性气质/女性气质，长期取向与短期取向以及放纵与约束）来检验跨文化的影响全国在线和电话零售渠道选择文化差异。实证结果表明，具有高度不确定性避免和长期倾向的国家不太可能采用在线渠道，而不是电话渠道，而具有高度个人主义，男性气概和高度放纵的国家则更有可能采用在线渠道。这些发现凸显了跨国文化差异对零售渠道选择的重要性。

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