Selling digital services abroad: How do extrinsic attributes influence foreign consumers’ purchase intentions?

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@article{3cfaebe52ae248028f31f91c6a895655,
title = "Selling digital services abroad: How do extrinsic attributes influence foreign consumers{\textquoteright} purchase intentions?",
abstract = "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.",
keywords = " Value-in-use , Purchasing intentions , Country of origin, Cultural distance , International expansion , Digital services ",
author = "Ferran Vendrell-Herrero and Emanuel Gomes and Simon Collinson and Glenn Parry and Oscar Bustinza",
year = "2017",
month = jul,
day = "8",
doi = "10.1016/j.ibusrev.2017.06.003",
language = "English",
journal = "International Business Review",
issn = "0969-5931",
publisher = "Elsevier Sequoia",

}

RIS

TY - JOUR

T1 - Selling digital services abroad: How do extrinsic attributes influence foreign consumers’ purchase intentions?

AU - Vendrell-Herrero, Ferran

AU - Gomes, Emanuel

AU - Collinson, Simon

AU - Parry, Glenn

AU - Bustinza, Oscar

PY - 2017/7/8

Y1 - 2017/7/8

N2 - 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.

AB - 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.

KW - Value-in-use

KW - Purchasing intentions

KW - Country of origin

KW - Cultural distance

KW - International expansion

KW - Digital services

U2 - 10.1016/j.ibusrev.2017.06.003

DO - 10.1016/j.ibusrev.2017.06.003

M3 - Article

JO - International Business Review

JF - International Business Review

SN - 0969-5931

ER -