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The effect of culture on customers’ attitudes toward Facebook advertising: the moderating role of gender
Review of International Business and Strategy Pub Date : 2021-04-06 , DOI: 10.1108/ribs-04-2020-0045
Mohammad Yousef Abuhashesh , Muhammad Turki Alshurideh , Ala'eddin Ahmed , Mohammad Sumadi , Ra'ed Masa'deh

Purpose

This paper aims to investigate the impact of Hofstede’s cultural factors on customers’ attitudes toward Facebook advertising through the moderating role of gender.

Design/methodology/approach

This study used the quantitative method and the research tool was a questionnaire, comprising 38 items, which was distributed in Jordan. A total of 404 correctly completed questionnaires were returned. In total, 187 of the respondents were women and 217 men. Multiple regression analysis was conducted to test the research hypotheses.

Findings

The results of the current study revealed that differences in each dimension have varied impacts on consumers’ attitudes. From the perspective of individualism, it appears that individualistic customers tend to make their own decisions and are less susceptible to influence from others. Also, uncertainty avoidance can negatively impact attitudes toward Facebook advertising due to a lack of trust. In addition, this study investigates differences in attitudes toward Facebook advertising based on gender. The null hypothesis test is statistically rejected and the alternate hypothesis test is statistically accepted for gender role as the moderating variable.

Originality/value

This is the first study that examines the impact of Hofstede’s cultural factors on customers’ attitudes toward Facebook advertising through the moderating role of gender in Jordan. Also, the study clarifies the importance of culture and gender differences as important factors affecting marketing strategy. Moreover, the study’s result can add more value to international companies to understand culture differences among customers with an international scope.



中文翻译:

文化对客户对 Facebook 广告态度的影响:性别的调节作用

目的

本文旨在通过性别的调节作用研究霍夫斯泰德的文化因素对客户对 Facebook 广告态度的影响。

设计/方法/方法

本研究采用定量方法,研究工具为问卷,共38个项目,分布于约旦。共收回404份正确完成的问卷。总共有 187 名受访者为女性,217 名男性。进行多元回归分析以检验研究假设。

发现

目前的研究结果表明,每个维度的差异对消费者的态度都有不同的影响。从个人主义的角度来看,个人主义的客户似乎倾向于自己做决定并且不太容易受到他人的影响。此外,由于缺乏信任,不确定性规避会对 Facebook 广告的态度产生负面影响。此外,本研究调查了基于性别对 Facebook 广告的态度差异。零假设检验在统计上被拒绝,替代假设检验在统计上被接受作为调节变量的性别角色。

原创性/价值

这是第一项通过约旦性别的调节作用来检验霍夫斯泰德的文化因素对客户对 Facebook 广告态度的影响的研究。此外,该研究阐明了文化和性别差异作为影响营销策略的重要因素的重要性。此外,该研究的结果可以为国际公司增加更多价值,以了解具有国际范围的客户之间的文化差异。

更新日期:2021-04-06
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