Selling digital services abroad: How do extrinsic attributes influence foreign consumers’ purchase intentions?
Research output: Contribution to journal › Article › peer-review
Colleges, School and Institutes
- University of the West of England
- Univ Granada
This article investigates, through the country-of-origin effect and value-in-use lenses, how the implementation of digital services creates opportunities for cultural industries to expand internationally. We argue that intrinsic attributes of cultural content such as the capacity to entertain are difficult to parameterize because they are somewhat experiential and subjective. This means that extrinsic cues are essential to foreign consumers when making a decision to purchase digital services. We specifically evaluate the influence of Britishness, cultural distance, exoticness, brand image, and flag-brand congruence on the purchase intentions of consumers in foreign markets. This study employs a unique consumer dataset with information on the internationalization of British cultural digital services. The depth and breadth of the survey data collected through collaboration with a UK media industry partner with a globally recognised brand is significantly richer than data used in previous studies. In particular, the study exploits a survey with 5,200 usable data points from consumers residing in fourteen geographically dispersed countries. Findings support theoretical predictions that Britishness, cultural distance, exoticness, brand image and flag-brand congruence are positively linked to the purchasing decisions. Theoretical and managerial implications are discussed.
|Journal||International Business Review|
|Early online date||8 Jul 2017|
|Publication status||E-pub ahead of print - 8 Jul 2017|
- Value-in-use , Purchasing intentions , Country of origin, Cultural distance , International expansion , Digital services