Consumer research; Consumer behavior; Purchasing; Electronic commerce; Personal culture
This study is a research personal cultural orientation of purchase online book intention apart from the known model of TPA. Base on the concept model of Sharma (2010), this study contributes to empirical evidence about personal scale orientation. Base on the prior hypotheses, the results of the study shown the empirical of Vietnamese online books market. Although, there are some limitation of the study, the results also shown the affection of cultural orientation on the online purchase books intention. Three hypotheseses are not supprted are Independence & Interdependence and Risk Aversion. Can explain to that, the scale personal cultural oriention of Sharma (2010) base on the high-end of respondent that preresent culture of collectivism (Chinese) and Individualism (Westerns) and ignore all perspective from other countries. And the example from Sharma(2010) can not present all the market, especially Vietnam in the intention of buying books online. It might that Vietnamse can both have the “I” and the “We” as showed in the literature review. About the results of the Risk Aversion, this findings added to the significant gap that Sharma (2010) developed from the Hofstede model in the “mix findings” due to individual differentces in the levels of perceived risk and ambiguity in the information for a given product. We can see the diffenent that affect the customers behaviors base on the scale concept of Risk Aversion and Ambiguity Intolerance. The Risk Aversion in sharma (2010) model has the affect on the behaviors intention on the imported car. However, in this research the risk aversion can not affect the purchase of buying a book online. Because it might because of the low prices and value of a book in comparision with the imported car. The findings of this reseach shown that there were affection of the personal cultural orientations on the online purchase book intention. Negatively with the Tradition and Ambiguity, positively with the Consummer Innovativeness on the intention of puchasing online books. The results can show more about the open picture how the cultural orienation can affect the online purchase book intentions to help them with the business decision for this potention market. This can have the practical implication for website designers or online marketing to customise their website with the elements related to the tradion of Vietnam (the color, the images, website accessibility, etc). For instance, the colour of red is consider a sign of happiness for Chinese people but in the meanwhile, with culture of American the colour of red represents the associated with dange (Kang & Kovacevic, 2012). The image of one culture is different with the image in anothers culture (Charkraborty, 2019). If we just only adapt the content of the e-comerce in the world might lead the fail in the adaption of Vietnamese culture. The business of online book must have the more detail research about the tradition of Vietnamese people. It can also focus to develop the type of books with something related to tradition like literary novel.
University of Economics Ho Chi Minh City; ISB (International School of Business)