The Moderating Role of Language Difference in the Relationship between Virtual Consumers’ Marketing Communications and Consumers’ Loyalty
Author (s)
Niu Xiongying & Worku Habtegebriel Guluma
Abstract
This study aims to builds and test virtual consumers’ marketing communications and consumers’ loyalty model. In addition, the study also examined the moderating role of language differences in the relationship between virtual consumers’ marketing communications and consumers’ loyalty. Reponses from 251 respondents were analyzed through multiple linear hierarchical regression analysis. The findings indicate that consumers’ marketing communications significantly positive influence on the consumers’ loyalty. However, the language differences weaken the positive relationship consumers’ marketing communications and consumers’ loyalty. This paper has important implications for theory and practice. In addition, the context of a non-individualistic culture, that is, Chinese context has significant implication for others collectivists cultures.
Keywords: Virtual consumers’ marketing communications, Language differences, Culture, Consumers’ loyalty, China.
| Title: | The Moderating Role of Language Difference in the Relationship between Virtual Consumers’ Marketing Communications and Consumers’ Loyalty |
|---|---|
| Author: | Niu Xiongying & Worku Habtegebriel Guluma |
| Journal Name: | International Journal of Science and Business |
| Website: | ijsab.com |
| ISSN: | ISSN 2520-4750 (Online), ISSN 2521-3040 (Print) |
| DOI: | https://doi.org/10.5281/zenodo.4423590 |
| Media: | Online |
| Volume: | 5 |
| Issue: | 1 |
| Acceptance Date: | 04/01/2021 |
| Date of Publication: | 07/01/2021 |
| PDF URL: | https://ijsab.com/wp-content/uploads/662.pdf |
| Free download: | Available |
| Page: | 126-136 |
| First Page: | 126 |
| Last Page: | 136 |
| Paper Type: | Research Paper |
| Current Status: | Published |
Cite This Article:
Niu Xiongying & Worku Habtegebriel Guluma( 2021). The Moderating Role of Language Difference in the Relationship between Virtual Consumers’ Marketing Communications and Consumers’ Loyalty.International Journal of Science and Business, 5(1), 126-136.doi: https://doi.org/ 10.5281/zenodo.4423590
Retrieved from https://ijsab.com/wp-content/uploads/662.pdf
About Author (s)
Niu Xiongying, Business School, University of International Business and Economics, Beijing, 100029, P.R. China.
Worku Habtegebriel Guluma (corresponding author),Business School, University of International Business and Economics, Beijing, 100029, P.R. China.
DOI: https://doi.org/10.5281/zenodo.4423590