The effects of collectivism and polychronic time orientation on online social interaction and shopping behavior: A comparative study between China and France

Abstract

This study proposes a model of online shopping behavior that examines the influence of collectivism and polychronic time orientation on customers' online social interaction in the context of social media and its influence on psychological reactions to this interaction (i.e., trust perception, browsing experience),which in turn influences behavioral intention to use online shopping. The model is empirically tested and results are compared across French and Chinese cultures. Results of multigroup structural equation modeling using a sample of more than 1000 website visitors in both cultures support the hypotheses and show several non-invariant and invariant paths between the groups. Specifically, the influences of collectivism and polychronic time orientation on Internet users' social interaction are stronger for Chinese respondents than for French respondents. Moreover, the influence of social interaction on trust perception, and of trust perception on intention to use online shopping, is stronger for Chinese respondents than for French respondents. However, the influence of social interaction on browsing experience is similar between the two groups. Finally, the influence of trust perception on intention to use online shopping is found to be not significant for the French sample but significant for the Chinese sample. Implications for cross-cultural studies and managers are discussed.