The Moderating Role of Language Difference in the Relationship between Virtual Consumers’ Marketing Communications and Consumers’ Loyalty Niu Xiongying & Worku Habtegebriel Guluma

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

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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.

 

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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.

 

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DOI: https://doi.org/10.5281/zenodo.4423590

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