The impact of online vs. offline acculturation on purchase intentions: A multigroup analysis of the role of education
Abstract
The aim of this research is to determine the extent of online and offline acculturation preferences affecting purchase intentions within a minority ethnic community. This study investigates the role of social media as an agent in terms of how it influences acculturation and consumption. It also investigates the moderating role of education level. The findings highlight the significance of investigating language and friendship orientations and...
Paper Details
Title
The impact of online vs. offline acculturation on purchase intentions: A multigroup analysis of the role of education
Published Date
Jun 1, 2021
Journal
Volume
130
Pages
724 - 735
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