Cross-cultural context endorsement in visual e-commerce:A study of Dutch and Indian female consumers

This study aims to investigate context in advertisements, with a focus on cultural preferences of online consumers. For this, Hall’s context model is used that differentiates between high/low context messages and cultures. In this investigation, context adaptation is created through different types of celebrity-product match endorsements. In an experimental survey (N = 267), Dutch and Indian female consumers judged two versions of an Instagram advertisement in which a celebrity (Mila Kunis) endorses Nike sports shoes. The static display context version of the advertisement co-presented the celebrity. In the dynamic display context version of the advertisement, she was shown to be actively wearing/running in the sports shoes. The data suggest culturally specific contextual preferences that influence the attitudes and purchase intentions of the two cultural groups. For the Dutch consumers, the product match, the celebrity credibility and the purchase intentions were different because of the static-context advertisement when compared with the dynamic display context advertisement. However, this was not observed in case of the Indian consumers

Learning to repeat to interact: Learner's repetitions in the language acquisition process of adults

The present study will go into developmental aspects of repetitions in the second language acquisition process of adult immigrants: learners of Dutch. Given their experience with another language, these learners are certainly acquainted with the basic features of communication. The central aim of the present study is to explore the interactional characteristics of repetitions. The question is how adult second language-learners use part of what their NS-interlocutor has said as efficient means to interact. It will concentrate upon how the repetitive procedures are related to the process of learning a new language

Cultural Face of E-commerce:Armenian and Dutch Online Consumers

One of the restrictions of online shopping is that buyers cannot actually see, taste and try the product. This increases the importance of availability of product information in a web shop. This study investigated cultural differences and the effect of product information on online shopping. The assumption was that consumers of collectivistic (high-context) cultures prefer experiential and explicit information, whereas members of individualistic cultures (low-context) prefer factual and implicit information. Armenian and Dutch consumers were representatives of collectivistic and individualistic cultures respectively. In an online survey 444 respondents (out of which 234 were Armenians and 210 were Dutch) reported their attitude and purchase intention towards a camera in a web shop. The information provided for the camera was manipulated in six conditions (factual/experiential (information in general and reviews), implicit/explicit). The results indicated no significant differences in the effect of different types of product information on the online purchase intention between the two cultures. The implications for developing an effective (local/global) marketing strategy are discussed

Turkish in the European Union:Macro and micro perspectives

The increasing importance of Turkish as a European language can be viewed from macro or micro perspectives. Citizens of Turkish origin although they form a relatively large group of European countries that found themselves within the borders of the country is not a specific region, they feel connected with Turkey. As the Turkish community, they define their identity locally, independent of the nation to which they are subject today. The elements of the Turkish they speak are also translated in the local context, while “Istanbul Turkish” continues to be a reference. In this article, we will take a short look at these issues. Bir Avrupa dili olarak Türkçe’nin artan önemine makro ya da mikro perspektiflerden bakılabilir. Türk kökenli vatandaşlar bulundukları Avrupa ülkesinde görece geniş bir grup oluşturdukları halde, kendilerini ülke sınırları içinde belirli bir bölgeyle değil, Türkiye ile bağlantılı düşünüyorlar. Türk topluluğu olarak kimliklerini, bugün tâbi oldukları ulustan bağımsız, yerel olarak tanımlıyorlar. Konuştukları Türkçe’nin unsurları da yerel bağlamda çevriliyor, öte yandan “İstanbul Türkçesi” yine de bir referans olmaya devam ediyor. Bu makalede, bu meselelere kısa bir göz atacağız

Location privacy online:China, the Netherlands and South Korea

The aim of the study is to explore cross-cultural differences in users’ location privacy behaviour on LBSNs (location-based social networks) in China, the Netherlands and Korea. The study suggests evidence that Chinese, Dutch and Korean users exhibit different location privacy concerns, attitudes to social influence, perceived privacy control and willingness to share location-related information on LBSNs. The results show that in general, the more concerned users are about location privacy, the less they are willing to share and it also suggests that location privacy concern and social influence affect each other. Furthermore, the more control people perceive they have over their privacy, the more they are willing to share location information. A negative relationship between willingness to share location information and users’ actual sharing of location information was seen. In short, it is concluded that the relation between cultural values and location privacy behaviours only have a partial connection

The colour red for emotion in cross-cultural e-commerce

Web stores tend to differentiate themselves from competitors by relying on hedonic aspects, such as colour. This study focusses on web store colour and emotions in the online shopping process. Preferences of Western and Asian consumers are compared when exposed to a web store with specific colour values of red. This was done in the context of an online booking web store for hotels. An online experimental survey was conducted with two conditions, viz., dark red and light red. A total of 220 participants (130 Dutch and 90 Vietnamese) completed the questionnaire. Contrary to expectation, the results showed no direct effect of colour: the light red web store did not induce the highest booking intentions, though an indirect colour effect was found through the pleasure emotion. The light red web store induced more pleasure, which in turn induced higher booking intentions. Cultural differences (indulgent vs. restricted), influenced the relationship between colour and the arousal emotion. Participants from the more indulgent culture were more induced by the light colour web store