Examining Mobile Shopping Loyalty Drivers: The Moderated-Mediation Role of Uncertainty Avoidance and Collectivism

IF 2.3 Q3 BUSINESS

Global Business Review Pub Date : 2023-08-11 DOI:10.1177/09721509231186250

A. Elgazzar, M. Elsharnouby, Omnia T. Saeed, A. Zaky

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引用次数: 0

Abstract

This study examines the impact of mobile shopping adoption drivers on the attitude towards mobile shopping apps and mobile shopping loyalty. Furthermore, the mediating role of attitude as well as the moderated mediation role of national culture (i.e., uncertainty avoidance and collectivism) will be examined. Adopting the stimulus–organism–response model in a mobile shopping context, a survey of 250 participants was conducted. AMOS and Hayes’s PROCESS macro were used to test the mediation and the moderated mediation. Findings show that adoption’s drivers have a positive relationship with the attitude towards mobile shopping and loyalty. It also emphasizes the mediating effect of attitude and moderated mediation effects of culture. Originality of this study stems from that it is one of the very few that attempts to examine the attitude towards mobile shopping as a mediator in the relationships between mobile shopping adoption drivers and mobile shopping loyalty. It also highlights the moderated mediation effects of both uncertainty avoidance and collectivism in these relationships, which were also largely ignored in previous research.

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移动购物忠诚驱动因素研究:不确定性规避和集体主义的调节中介作用

本研究考察了手机购物采用驱动因素对手机购物应用程序态度和手机购物忠诚度的影响。此外，还将考察态度的中介作用以及民族文化的调节中介作用（即不确定性回避和集体主义）。在移动购物环境中采用刺激-机体-反应模型，对250名参与者进行了调查。AMOS和Hayes的PROCESS宏用于测试中介和调节中介。研究结果表明，采用率的驱动因素与对手机购物的态度和忠诚度呈正相关。强调态度的中介作用和文化的适度中介作用。这项研究的独创性源于，它是为数不多的试图检验对移动购物的态度的研究之一，该态度是移动购物采用驱动因素和移动购物忠诚度之间关系的中介。它还强调了不确定性回避和集体主义在这些关系中的适度中介作用，而这在以前的研究中也基本上被忽视了。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Global Business Review BUSINESS-

CiteScore

7.10

自引率

12.50%

发文量

107

期刊介绍： Global Business Review is designed to be a forum for the wider dissemination of current management and business practice and research drawn from around the globe but with an emphasis on Asian and Indian perspectives. An important feature is its cross-cultural and comparative approach. Multidisciplinary in nature and with a strong practical orientation, this refereed journal publishes surveys relating to and report significant developments in management practice drawn from business/commerce, the public and the private sector, and non-profit organisations. The journal also publishes articles which provide practical insights on doing business in India/Asia from local and global and macro and micro perspectives.