On the Difference of Mobile Shopping Behavior Between Locals and Expatriates: The Roles of Culture and Perceived Value

Abstract

This study verifies a model linking the relative advantage and complexity of mobile shopping apps with perceived value and behavioral intentions. It also investigates the moderating role of the customers’ nationality in terms of expatriates vs. native citizens, a factor that has been scarcely considered in the marketing literature. The findings of this study have significant practical implications, contributing to the development of targeting strategies in marketing. This study also uncovers new paths, namely the moderation of cultural dimensions: uncertainty avoidance and collectivism. A survey was distributed using two sampling paths, namely intercepts combined with snowball sampling. The sample comprised 350 participants of various nationalities. The results revealed significant differences between expats and native citizens regarding the impact of relative advantage and complexity on perceived value, as well as the latter’s effect on behavioral intentions toward mobile shopping apps.