Hofstede’s culture dimensions affect impulse buying behavior in e-commerce and attitude of consumers after buying

Abstract

In the past few years, impulsive buying behavior has attractive attention from researchers in various fields, especially in the field of E-commerce when the technology is developing so fast. Our study aimed to examine the impact of Hofstede cultural dimensions on impulsive purchasing behavior including: collectivism, power distance, uncertainty avoidance, masculinity/femininity and long-term orientation. In addition, our group also examined the consequences of impulsive shopping behavior affecting the emotions, satisfaction and loyalty of consumers in the Vietnam context. To test the proposed research model and hypotheses, our team surveyed 287 consumers, mostly young people (ages 18-22). Research results show that out of 11 proposed hypotheses, 8 hypotheses are supported by the survey and the 3 remaining hypotheses will be rejected. Research conclusions are discussed and provide implications for managers to have appropriate marketing strategies to promote impulsive buying behavior and thereby increase revenue.