It is through (marketing) communication that consumers, all over the world, are persuaded to initiate the buying-process online (in web shops). This project explores cultural differences in how to persuade online consumer. In order to explore the effects of these variables in more depth, several cross-sectional studies are conducted in which diverse groups of online consumers participate. They are invited to buy electronic equipment, fashion clothes, etc., or book on Airbnb accommodation, etc. in simulated online platforms (such as Facebook, Instagram, web shops). This cross-cultural comparison of online consumer behaviour not only enables us to establish the diverse preferences as such, but also to explain the dynamic changes through the underlying causal factors. The precise topic will be defined in collaboration with (the interest of) the students.
|Short title||Cross-cultural persuasivity in online consumer behaviour|
|Effective start/end date||1/01/20 → 1/01/22|