COMPARED TO INDEPENDENTS: EVIDENCE FROM THE NETHERLANDS AND INDONESIA

• Main Author: Kisti Hanifah, Annisa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72151
• Institution: Institut Teknologi Bandung

Customers are now becoming more impulsive and online purchasing platforms are responding by giving ever more promotions, especially since the pandemic. This event may affect differently in different cultural orientations, thus the impacts of this phenomenon need to be studied. Therefore, the purpose of this study is to understand holistically the influence of self-construal, mediated by impulsivity, on purchase intention in eCommerce with the presence of promotion. According to the findings of this cross-country study, which included 182 questionnaire respondents from Indonesia and The Netherlands, interdependents (versus independents) self-construals are more likely to purchase online and independents have a higher impulsivity trait. However, contrary to prior studies, impulsivity and promotion have no significant role in the relationship between self-construal and purchase intention in eCommerce. Even though this paper adds to the understanding of consumer behavior and purchase intention in eCommerce, further research is needed to fully understand the impact of impulsivity and promotion. Managerially, this helps a better understanding of the market environment in The Netherlands and Indonesia that Indonesian consumers purchase more through online shopping.