Innovative Marketing最新文献_第9页

Online impulse buying on TikTok platform: Evidence from Indonesia TikTok平台上的在线冲动购买:来自印度尼西亚的证据

Innovative Marketing Pub Date : 2023-09-19 DOI: 10.21511/im.19(3).2023.17

Nur Rizqi Febriandika, Alfinna Putri Utami, Afifah Nur Millatina

{"title":"Online impulse buying on TikTok platform: Evidence from Indonesia","authors":"Nur Rizqi Febriandika, Alfinna Putri Utami, Afifah Nur Millatina","doi":"10.21511/im.19(3).2023.17","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.17","url":null,"abstract":"TikTok Shop boosts TikTok’s huge potential as an e-commerce platform that encourages sellers and buyers to increase the number of transactions. The emergence of this feature encourages the online impulse buying phenomenon on the TikTok platform. This study aims to examine the factors that influence online impulse buying on TikTok in Indonesia through the constructs of brand review, sales promotion, customer satisfaction, religiosity, and brand expectation. This quantitative research uses a questionnaire that is distributed randomly online and collected from 312 respondents in Indonesia. Using structural equation modeling (SEM), data analysis was conducted and hypotheses were examined. The results show that customer satisfaction (β: 0.501) and brand review (β: 0.358) play an important role in increasing brand expectation. At the same time, sales promotion (ρ-value &amp;gt; 0.05) has no impact on brand expectation. This study highlights that religiosity (β: –0.239) and brand expectation (β: –0.510) can reduce online impulse buying behavior. Brand expectation (β: –0.510) is the most dominant variable in reducing online impulse buying behavior on TikTok.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135013999","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Individuals’ purchase intention of the Sukuk bond: A study on developing economy 个人对伊斯兰债券的购买意愿:基于发展中经济体的研究

Innovative Marketing Pub Date : 2023-09-18 DOI: 10.21511/im.19(3).2023.16

K. M. Anwarul Islam, Serajul Islam, Sami Al-Kharusi, Abul Bashar Bhuiyan, Md. Shariful Haque

{"title":"Individuals’ purchase intention of the Sukuk bond: A study on developing economy","authors":"K. M. Anwarul Islam, Serajul Islam, Sami Al-Kharusi, Abul Bashar Bhuiyan, Md. Shariful Haque","doi":"10.21511/im.19(3).2023.16","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.16","url":null,"abstract":"The Shariah-compliant (Sukuk) bond has been recently introduced in Muslim countries. Sukuk is getting popular among the Muslim population because of its non-interest feature. Thus, this study explores the impact of attitude toward the Sukuk bond, Muslim people’s religiosity, and their subjective norms on the purchase intention of the Sukuk bond in a Muslim developing country: Bangladesh. The study involved 412 individuals who were current customers of Islamic financial products at different financial institutions in Dhaka, Bangladesh. The study used a convenience sampling technique. The study used a survey questionnaire to assess the three independent variables: attitude, religiosity, and subjective norms. The dependent variable was the purchase intention of the Sukuk bond. The statistical software package, SPSS version 29.0, was utilized to test the hypotheses considering a 95% confidence interval. The findings indicate that three independent variables significantly correlated with the dependent variable. The highest correlation was found between subjective norms (r = 0.644) and purchase intention. The regression results suggest that attitude, religiosity, and subjective norms statistically impact the individuals’ purchase intention of the Sukuk bond in Bangladesh. It also shows that consumers’ attitude (β = 0.386) has a greater impact on their purchase intention. Also, consumers’ subjective norms (β = 0.302) have the second highest influence on purchase intention. These variables explain a significant proportion of the variability observed in purchase intention. Also, the t-test shows that male individuals have higher purchase intentions than females.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135153702","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Korean Wave in Indonesia: Are there any changes in perception and intention to visit Korea? ▽印尼的韩流:对韩国的认识和访问意向有什么变化吗?

Innovative Marketing Pub Date : 2023-09-12 DOI: 10.21511/im.19(3).2023.15

Melisa Melisa, Suyanto Suyanto, Olivia Tanaya

{"title":"Korean Wave in Indonesia: Are there any changes in perception and intention to visit Korea?","authors":"Melisa Melisa, Suyanto Suyanto, Olivia Tanaya","doi":"10.21511/im.19(3).2023.15","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.15","url":null,"abstract":"South Korea has a good image overseas due to the success of its national branding. With the Korean Wave as their national branding, Koreans introduce their country and culture through Korean entertainment. Indonesia is one of the Asian countries exposed to the Korean Wave, especially Korean dramas. This paper aims to analyze the determinants of changes in perceptions and the desire of Indonesians to visit South Korea as a tourist destination. International strategy theory, international marketing theory, and Korean Wave types are analyzed. The research sample consists of 237 randomly selected Korean Wave fans and non-fans. Data were collected using a questionnaire adapted and modified from previous studies. Respondents received questionnaires on-line via Google Forms. Multiple linear regression analysis was used in this study. The findings show that international strategy and marketing can adequately explain changes in the perception and desire of Indonesians to visit South Korea as a tourist destination. The Korean Wave has a positive and significant effect on changes in public perceptions toward Korea. The significant level of 0.000 &amp;lt;0.05 concludes that the four Korean Wave variables (Korean music, food, dramas, and products)simultaneously have a positive effect on changes in the perception of Indonesians people toward South Korea. However, K-pop and K-food were not found to determine the intention to visit South Korea as a tourist destination.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135878591","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The influence of celebrities on the conspicuous consumption of Saudi youth 名人对沙特年轻人炫耀性消费的影响

Innovative Marketing Pub Date : 2023-09-11 DOI: 10.21511/im.19(3).2023.14

Ghada A. R. Al-Turif, Hessa A. R. Al-Sanad

{"title":"The influence of celebrities on the conspicuous consumption of Saudi youth","authors":"Ghada A. R. Al-Turif, Hessa A. R. Al-Sanad","doi":"10.21511/im.19(3).2023.14","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.14","url":null,"abstract":"This study aims to assess the influence of celebrities on the conspicuous consumption of Saudi youth. A descriptive study using a social survey method with 309 randomly selected Saudi students was conducted. A questionnaire was used to gather data. The model included 36 questions. The study utilized the Likert scale, SPSS statistical software, mono-variation analysis, the least difference (LSD) test. The assessment of the sample demographic variables shows that the research population is diversified. The results showed that the most prominent areas of conspicuous consumption for youths were buying clothes, perfumes, cosmetics, and jewelry (the average was 2.70 out of 3). It was also concluded that the major way that celebrities use to present products to the audience is the indirect marketing method (the average was 2.87 out of 3). The main reasons behind youth following celebrities were the celebrity’s attractiveness and a large number of followers (the average was 2.89 out of 3). The manifestations of celebrities’ influence on youths were apparent in their conspicuous consumption as the youths were interested in being the first to buy the products announced by celebrities, which gave them a sense of distinction compared to their friends (the average was 2.89 out of 3). Unplanned purchases were the main difficulty that youth faced in regard to budget management (the average was 2.75 out of 3). The study recommends intensifying awareness of rationalizing consumption and eliminating the negative values of conspicuous consumption among Saudi youths. AcknowledgmentInternational Review Board (IRB) Statement: IRB Registration Number with KACST, KSA:H-01-R-059 Informed Consent Statement: Informed Consent was obtained from all subjects involved in the study.This research project was funded by the Deanship of Scientific Research, Princess Nourah bint Abdulrahman University, through the Program of Research project Funding After Publication, grant No (PRFA-P-42-6).","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135980602","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Why do users keep coming back to TikTok? Understanding users’ motivation toward the continuous use intention of Chinese adolescent social media users 为什么用户会不断回到TikTok?了解中国青少年社交媒体用户持续使用意向的动机

IF 1.1

Innovative Marketing Pub Date : 2023-09-08 DOI: 10.21511/im.19(3).2023.12

Jinhua Shao, Meiling Zhao, Yan Lyu, Yugang Chen

{"title":"Why do users keep coming back to TikTok? Understanding users’ motivation toward the continuous use intention of Chinese adolescent social media users","authors":"Jinhua Shao, Meiling Zhao, Yan Lyu, Yugang Chen","doi":"10.21511/im.19(3).2023.12","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.12","url":null,"abstract":"In recent years, the TikTok platform has made a significant impact in the social media market worldwide, now holding a large market share in the short video service market popular with young people. Despite all this success, there is little research on how Internet users become loyal to TikTok. Hence, this study proposes a framework based on the use and gratification theory to evaluate the antecedents of adolescents’ continuous use motivations and behavior, and how they influence teenagers’ continuous use of TikTok. The survey population for this study was reached both online and offline. A total of 362 adolescent Chinese users of the TikTok platform were surveyed. The results show that self-expression, entertainment, information seeking, communication, and passing time were derived as adolescents’ motivations to use TikTok. Among these motivations, entertainment, communication, and passing time positively affect user satisfaction with TikTok. Furthermore, user satisfaction and loyalty positively affect the intention to continue using TikTok. Finally, this study advances understanding of adolescents’ use motivation of TikTok and provides new reference material for the continuous innovation of the short video format.\u0000AcknowledgmentThis study appreciated the partial financial support from Research Project of Anhui University of Science and Technology in 2023 (Project topic: Research on the construction and improvement strategy of mobile shopping experience evaluation system from the perspective of experience economy; Grant number: 2023yjrc30) and Key Research Projects of Humanities and Social Sciences in Colleges and Universities in Anhui Province (Project topic: Research on the Management Mechanism and Practical Path of Anhui Free Trade Zone; Grant number: SK2020A0199).","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46702204","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Co-creation experience in Indonesian mobile commerce: A self-determination theory perspective 印尼移动商务的共同创造经验:一个自我决定理论的视角

IF 1.1

Innovative Marketing Pub Date : 2023-09-08 DOI: 10.21511/im.19(3).2023.13

Muhammad Iqbal Firdaus, Cynthia A. Utama, Gita Gayatri, Whony Rofianto

{"title":"Co-creation experience in Indonesian mobile commerce: A self-determination theory perspective","authors":"Muhammad Iqbal Firdaus, Cynthia A. Utama, Gita Gayatri, Whony Rofianto","doi":"10.21511/im.19(3).2023.13","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.13","url":null,"abstract":"Understanding customer co-creation experience in mobile commerce helps business to tailor their offerings, improves customer engagement, and cultivates long-lasting brand relationships, ultimately leading to business success in the competitive digital marketplace. Anchoring in service-dominant logic and self-determination theory framework, this study aims to investigate customers’ internal stimuli as the antecedents of the co-creation experience and its impact on brand relationship behavior. An online survey was employed to gather data from 499 users of Shopee, Tokopedia, Bukalapak, and Lazada mobile commerce marketplaces in Indonesia. PLS-SEM is used to analyze the conceptual model. The results reveal that customers’ internal stimuli of enabling the self and gratifying the self positively influence the co-creation experience (t-value > 1.645, p-value < 0.001). At the same time, no significant effect was found on the relationship between enriching the self and the co-creation experience. This study also confirms the role of co-creation experience in motivating continuance intention and E-WOM (t-value > 1.645, p-value < 0.001). The findings contribute to developing and validating the co-creation experience concept by demonstrating the role of customer internal stimuli in influencing the co-creation experience, thus motivating customer continuance intention and E-WOM behavior. The findings suggest the importance of the focus given by mobile commerce marketplace managers in designing mobile commerce platforms that can also meet the inner needs of users. A positive co-creation experience can enhance customer commitment and thus encourage positive E-WOM. These factors contribute to the long-term success and growth of mobile commerce platforms in an increasingly competitive market.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47578670","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Product quality as a mediating variable in repurchase decisions: The case of Indonesian skincare products 产品质量作为回购决策的中介变量:印尼护肤品案例

IF 1.1

Innovative Marketing Pub Date : 2023-09-07 DOI: 10.21511/im.19(3).2023.11

Ana Komari

{"title":"Product quality as a mediating variable in repurchase decisions: The case of Indonesian skincare products","authors":"Ana Komari","doi":"10.21511/im.19(3).2023.11","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.11","url":null,"abstract":"When buying skincare products, consumers are more concerned with comfort and safety and seek for high-quality items. Indonesian-made skincare products must be of the highest caliber and adhere to all applicable health regulations. This study aims to determine whether product quality can effectively mediate the effects of brand image, customer value, digital marketing, and product quality on repurchase decisions. The study surveyed people using skincare products in the Indonesian city of Surabaya, utilizing a targeted sample of 385 female responders at least 18 years old. According to descriptive statistics, background status significantly affects the decision to repurchase skincare products. Structural equation modeling was then used to examine the data. The results show that product quality mediates the association between brand image and consumer value on decisions to repurchase. However, it does not mediate the relationship between digital marketing and such decisions. Another finding shows that in contrast to digital marketing, brand image and customer value positively influence product quality. According to the study’s findings, product quality is a strong mediator and one of the factors influencing consumers’ decisions to repurchase. Additionally, the brand image of skincare products, which differ in each product’s features, enhances the consumer’s decision to repurchase.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44403730","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

E-service quality and customer loyalty in the e-commerce market, South West, Nigeria: Post-COVID-19 尼日利亚西南部电子商务市场的电子服务质量和客户忠诚度:后covid -19

IF 1.1

Innovative Marketing Pub Date : 2023-09-06 DOI: 10.21511/im.19(3).2023.10

Peter Fred Ojochide, Adeniyi Mojisola Mubo, Peter Adeshola Oluwaseyi, Adeoti Sarah Bunmi, Decster Lydia Ineba

{"title":"E-service quality and customer loyalty in the e-commerce market, South West, Nigeria: Post-COVID-19","authors":"Peter Fred Ojochide, Adeniyi Mojisola Mubo, Peter Adeshola Oluwaseyi, Adeoti Sarah Bunmi, Decster Lydia Ineba","doi":"10.21511/im.19(3).2023.10","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.10","url":null,"abstract":"In today’s fiercely competitive e-commerce arena, online service providers are compelled to focus on improving quality service delivery to remain competitive. The e-commerce market in Nigeria has experienced low patronage due to factors such as establishing cost, accessibility, credit card threat, information privacy, data security, and network reliability. Thus, the study explored the impact of quality service delivery on customer loyalty. A survey research design was used to seek information about the phenomenon of interest from the sampled respondents through an online platform, mobile device, and mail. The study used copies of the questionnaire as an instrument to gather data from 385 customers of Jumia and Konga who are engaged in e-business service delivery. The data were analyzed using SPSS version 25. The results indicated that the computed t values and the associated significant probabilities of responsiveness, privacy, fulfillment, compensation, insistence action by customers, switching restraint by customers, repeat purchase by customers, customer satisfaction and customers loyalty were 16.08 (P < 0.001), 26.33 (P < 0.001), 12.97 (P < 0.001), 6.75 (P < 0.001), 10.60 (P < 0.001), 7.35 (P < 0.001), 15.75 (P < 0.001), 13.74 (P < 0.001), and 11.92 (P < 0.001), respectively. Given the foregoing, it is evident that respondents perceive a firm’s responsiveness, privacy, and compensation to be significant at the ninety-nine percent confidence level. Furthermore, insistence action by customers, switching restraint by customers, repeat purchase by customers, customer satisfaction, and customer loyalty are perceived to be significant at the ninety-nine percent confidence level.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46307282","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Factors affecting Gen Z’s intention to use QR Pay in Vietnam after Covid-19 新冠肺炎后影响Z世代在越南使用QR Pay意向的因素

IF 1.1

Innovative Marketing Pub Date : 2023-09-05 DOI: 10.21511/im.19(3).2023.09

Nguyen Minh Sang

{"title":"Factors affecting Gen Z’s intention to use QR Pay in Vietnam after Covid-19","authors":"Nguyen Minh Sang","doi":"10.21511/im.19(3).2023.09","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.09","url":null,"abstract":"The objective of this study was to examine the determinants that impact the inclination of Generation Z individuals to use QR Pay in the context of Vietnam following the COVID-19 pandemic. In order to gather the necessary data, this study conducted a survey among a sample of 415 individuals who were customers of the relevant service or product. The survey was conducted using the Google Forms platform from September 2022 to January 2023, employing a convenience sampling approach. This paper constructed a research model utilizing the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) frameworks. Then, it analyzed the data using partial least squares structural equation modeling (PLS-SEM). Principal findings indicate that attitude, COVID-19 impact, personal innovativeness, perceived compatibility, perceived ease of use, perceived usefulness, and social influence are significant determinants of Vietnamese Gen Z’s intention to adopt QR Pay. This study provides valuable insights into the factors affecting Gen Z customers’ behavior toward technology adoption in Vietnam under the shadow of the COVID-19 pandemic. The findings can benefit business managers and policymakers, as they can better understand the factors that influence customers’ technology adoption and develop effective strategies to enhance customers’ acceptance of technology.\u0000AcknowledgmentThe author wishes to convey heartfelt gratitude to all consumers who took the time to complete the survey. Furthermore, heartfelt gratitude is extended to all parties involved, as well as the Ho Chi Minh City University of Banking, for their incredible support and help, which contributed considerably to the completion of this study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46883750","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Culture and relationship marketing in neighborhood stores: Analysis of a peripheral region in Colombia 邻里商店的文化与关系营销——对哥伦比亚周边地区的分析

IF 1.1

Innovative Marketing Pub Date : 2023-08-25 DOI: 10.21511/im.19(3).2023.08

Juan Manuel Andrade Navia, Dagoberto Páramo Morales, Elías Ramírez Plazas

{"title":"Culture and relationship marketing in neighborhood stores: Analysis of a peripheral region in Colombia","authors":"Juan Manuel Andrade Navia, Dagoberto Páramo Morales, Elías Ramírez Plazas","doi":"10.21511/im.19(3).2023.08","DOIUrl":"https://doi.org/10.21511/im.19(3).2023.08","url":null,"abstract":"Neighborhood stores are a business that is rooted in the social and economic structure of societies in developing countries, so their importance in these areas is attractive to analyze from an academic and research perspective. This study evaluated the influence of culture on relationship marketing between neighborhood merchants and their consumers from an alternative perspective to traditional approaches. Thus, a consumer is presented as a human being inserted in a social reality and not as a matter of simple exchange. The study was quantitative in nature, approached from the deductive and correlational method, for which a survey-type measurement instrument with a Likert scale was generated and validated that evaluated the relationship between variables. The reliability of the scale was measured using Cronbach’s Alpha, obtaining acceptable results for culture (a: 0.85) and relationship marketing (a: 0.93). The results indicate a positive relationship between culture and relationship marketing: trust (0.789; p < 0.00), commitment (0.658; p < 0.00), satisfaction (0.853; p < 0.00), and loyalty (0.753; p < 0.00), so that business relationships in a neighborhood store are based on cultural considerations established and maintained in constant interaction between participating members: shopkeepers, consumers, friends and relatives who attend it with some frequency, have these ties deep, since they have been appropriated through the performance of ceremonies and rites in which values, beliefs, mental representations, trust, commitment, satisfaction, and loyalty of the actors involved are implicit, giving vitality to the relationship between buyers and sellers, which they themselves call “socializing links”.\u0000AcknowledgmentThe authors thank the Universidad Surcolombiana and the Universidad del Norte for their support in the development of the research.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-08-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43381179","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0