International Journal of Research in Marketing Management and Sales
2020, Vol. 2, Issue 2, Part A
Deal exclusivity in cross-cultural e-commerce
Peter Broeder and Chi Nguyen
The purpose of this paper was to investigate the effect of deal exclusivity on accommodation booking intention, with regard to both hedonic and utilitarian aspect of the offer. Also, the role of cultural background was examined to see whether the consumers from different cultures response to deal exclusivity differently. In an experimental survey, a total of 208 persons participated (113 persons from the Netherlands and 95 persons from Vietnam). They judged an online advertisement of a room accommodation (an exclusive offer for members only vs. an inclusive offer for everyone). The findings showed that deal exclusivity did not directly influence consumers’ booking intention. An indirect effect emerged through deal evaluation. The relationship between perceived exclusivity and the intention to book the service was influenced by the utilitarian evaluation, i.e., the exclusive offer was evaluated as more useful than the inclusive offer. In addition, a more positive utilitarian evaluation implied a higher booking intention. In contrast, no indirect effect via the hedonic evaluation of the offer was evidenced. Culture did not moderate the strength of the effect. However, this study found supporting evidence for the effect of culture on consumer’s booking intention. Specifically, Dutch consumers expressed much higher booking intention than Vietnamese consumers, regardless of the exclusivity of the deal. Moreover, the more indulgent the consumers were, the more likely they would book the room accommodation.