Vytautas Dikčius, Karina Adomavičiūtė-Sakalauskė, Sigita Kiršė, Ignas Zimaitis
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THE IMPACT OF CULTURAL DIMENSIONS ON ONLINE STORE LOYALTY
Although online stores operate internationally for an already long time, the impact of cultural differences on them only recently gained interest. The aim of this study is to assess the impact of cultural dimensions on loyalty to online stores. It is based on a systematic analysis of 10 core databases that included 3,557 articles published between 2000 and 2020. Using PRISMA steps, 116 articles, totalling around 56,000 respondents from 25 different countries across all continents, are included in the meta-analysis. The results extend theoretical knowledge by showing that uncertainty avoidance harms customer loyalty, while masculinity has a positive impact. Additionally, it is found that loyalty is lower in countries with a low level of long-term orientation and higher in countries with a high level of power distance or a low level of indulgence. Lastly, individualism has no impact on the level of loyalty. Theoretical and managerial implications are also presented.
期刊介绍：
The Journal of Business Economics and Management is a peer-reviewed journal which publishes original research papers. The objective of the journal is to provide insights into business and strategic management issues through the publication of high quality research from around the world. We particularly focus on research undertaken in Western Europe but welcome perspectives from other regions of the world that enhance our knowledge in this area. The journal publishes in the following areas of research: Global Business Transition Issues Economic Growth and Development Economics of Organizations and Industries Finance and Investment Strategic Management Marketing Innovations Public Administration.
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