The Effects of Cultural Individualism on Consumer Self-Confidence For Marketplace Interfaces

Piotr Chelminski, Providence College
Robin Coulter, University of Connecticut

THE EFFECTS OF CULTURAL INDIVIDUALISM ON CONSUMER SELF-CONFIDENCE FOR MARKETPLACE INTERFACES

 

Piotr Chelminski, Providence College

Robin Coulter, University of Connecticut

 

 

This paper examines the effects of cultural individualism on consumer self-confidence for marketplace interfaces (CSC-MI), a proxy for consumers’ propensity to voice, and the mediating effects of general self-confidence. We explore these relationships in the U.S. and South Korea to assess whether culture is as an explanatory variable of voicing in the context of dissatisfactory marketplace experiences. We conduct the analyses using a multi-group structural equation model and find that individualism, as an individual-difference cultural characteristic, has a positive affect on consumers’ propensity to voice in each of the cultural groups, and that general self-confidence fully mediates the relationship between individualism and consumers’ propensity to voice.
[ to cite ]:
Piotr Chelminski and Robin Coulter (2006) ,"The Effects of Cultural Individualism on Consumer Self-Confidence For Marketplace Interfaces", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 466-468.