Journal of Marketing and Consumer Behaviour in Emerging Markets

JMCBEM 2(6)/2017

Does Thinking Style Affect The Impacts Of Satisfaction And Reputation On Repurchase Intention? A Cross-National Comparison

Oznur Ozkan Tektas, Canan Eryigit, Ozge Tayfur Ekmekci


The purpose of this study is to test whether the influence of satisfaction and reputation on repurchase intention varies among analytic and holistic thinkers. We employed an individual level approach to measure cross-cultural differences regarding thinking style and other variables. We made a cross-cultural comparison via analyzing the effects of satisfaction and firm reputation on repurchase intention, using data from the USA and Turkey that reflect analytic and holistic thinking cultures, respectively. Also, we conducted intra-cultural analyses in which the USA data and Turkish data were analyzed separately. Findings from these analyses revealed that holistic and analytic thinking styles create differences at the individual level (intra-cultural) but not at the cultural level (cross-cultural). In the Turkish sample, the impact of reputation on repurchase intention is found to be stronger than that of satisfaction for holistic thinkers.


Sharing Economy: Why the Turkish consumers use Airbnb?

Volkan Yakin, Ayşe İdil Kacar, Canan Ay


In recent years, the sharing economy has stimulated the development of entities that have contributed significantly to sustainability through the impact of technological, demographic, and cultural changes observed in society. This research aims to determine the motivation of participation of the Turkish consumers contributing to the sharing economy by using the self-determination theory. For this purpose, a questionnaire was conducted with 160 participants contributing to the sharing economy through the use of Airbnb, which is the most commonly used among sharing economies around the world. Examining the results of the research, it is noted that among the three motivational factors (economic benefit, enjoyment, sustainability) which have a positive effect on attitude, only the level of perceived enjoyment has the highest effect on the attitude and also an effect on the behavior intention.


Viral Marketing – the case of Turkey

Hanna Lewicka


The purpose of this paper is to present and analyze successful viral marketing campaigns of Turkish advertisements in form of a case study to determine which factors seem to play the most important role in terms of viral marketing message perception in Turkey. As country in which the increasing role of digital media and Internet begin to dominate interpersonal communication, the use of viral approach in marketing is also growing. The examples of most viral videos in Turkey from previous years confirm that the most important factor which determines the success of a viral message is its content, which should be at the same time attention – catching and entertaining. Nevertheless, the seeding strategy is the factor which accelerates the success of viral messages.


Influence of personality on buying behaviour: a cross- cultural study comparing Poland and the UK

Paulina Wojciechowska


The present study aimed to explore whether personality traits influence buying behaviour and if this influence differs depending on a different culture. The author focused on a cross-cultural investigation of Poland and the UK. Data were collected via an online questionnaire which measured personality traits, consumer purchase behaviour and the meaning of branded products for 525 participants. The results show significant relationships between personality traits and both, consumer shopping styles and the way individuals perceived branded products. Personality traits were assessed by the MINI-IPIP test, a 20-items instrument which measures the Big Five personalities: Extraversion, Agreeableness, Conscientiousness, Neuroticism, and Intellect/Imagination (or Openness). Buying behaviour was tested by two scales. The first one was a 39-item Consumer Shopping Inventory (CSI), which indentifies eight shopping style dimensions: Perfectionist/High Quality Conscious, Brand Consciousness/Price Equals Quality, Novelty and Fashion Conscious, Recreational and Shopping Conscious, Price Conscious/Value for the Money, Impulsiveness/Careless, Confused by Overchoice, Habitual/Brand Loyal. Another instrument used was a 32-item the Meaning of Branded Products scale, presenting four dominant themes: Quality, Values, Personal Identity and Traditions. The present study also investigated the moderating effect of citizenship and other socio-demographic characteristics in the relation between personality traits and both, the meaning of branded products and shopping styles.


The Mobile Shopping Engagement: Surveys’ Review and Empirical Study

Eftychia Gkiolnta, Vaggelis Saprikis, Maro Vlachopoulou


Mobile shopping (m-shopping) has become extremely significant for both marketing and retail selling. Despite the fact that m-shopping has evolved into a popular alternative approach for purchasing products and services worldwide, the research regarding the extent of its adoption is still on a mediocre level and in certain countries, such as Greece, is rather limited. It is highly important to analyze and fully comprehend several factors that influence the acceptance of mobile technologies by consumers in order to motivate and support sellers’ mobile strategy. The objective of this research is to approach the factors that affect m-shopping with the analysis of two categories of mobile users, those who have already been involved in m-shopping and those who have not. Specifically, this work aims to explore and explain, in an introductory way, the critical factors that tend to influence m-shopping acceptance in order to predict both the consumers’ attitude towards m-shopping and their purchasing behavior via mobile devices, based on literature review and empirical survey.

Uniwersytet Warszawski
HR Excellence in Research
Eduniversal ranking
Ministerstwo Nauki
Polska Komisja Akredytacyjna

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