Abstract
The role of culture in shaping online impulse buying behavior has been stressed in the literature of consumer behavior. This study has attempted to explore the impact of cultural dimensions of masculinity, power distance, long-term orientation and restraint on online impulse buying behavior with moderating role of e-WOM in the context of e-retailing in Pakistan. The results of the data collected from 200 samples suggest that masculinity and restraint dimensions of culture have significant impact on online impulse buying behavior. However, the results for power distance and long-term orientation have not been found significant. Moreover, the relationship for masculinity with online impulse buying behavior is positively moderated by e-WOM. Further, the relationship for long-term with online impulse buying behavior is negatively moderated by e-WOM. However, the relationships of cultural dimensions of power distance and long-term with online impulse buying behavior is insignificantly moderated by e-WOM. The study recommends that relevant stakeholders particularly e-retailers may design the product and adopt strategies in the context of cultural background of the target consumers.
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