Proposing a Solution Towards Avoiding Ecological Fallacy While Using National Culture Dimensions in Consumer Behaviour Studies

Today web-enabled services ranging from information sharing to online purchasing of products or services have become an increasingly frequent affair. In this context, previous research has explored the nature of complex cyber transactions and the various factors, which lead to formation of perceptions about such web-based services in the consumers’ minds. One important factor, which has been intriguing management researchers in this respect, is the influence of cultural values of consumers on online purchase intentions and perceptions about e-service quality. Most studies done in this context have used Hofstede’s national-level culture dimensions to do an individual-level analysis of consumer behaviour, but in doing so, have encountered a methodological issue known as ecological fallacy. This study wishes to demonstrate an alternate approach for culture-specific consumer purchase behaviour research using individual-level cultural values as study variables, thus eradicating the issue of ecological fallacy.