Browsing by Author "Velgan, Tatiana"
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- Acculturation and purchase intentions among emigrants: an international analysisPublication . Velgan, Tatiana; Crespo, Cátia Claudemira Cordeiro FernandesThis study investigates the acculturation of Portuguese emigrants in Germany, France and the United Kingdom and the impact of it on their consumer behaviour, in the context of retail. Acculturation is an interchanged culture acquired on emigration into a different culture. It affects the behaviour of migrants as they adjust to the host culture and presents a difficulty for business researchers as they grapple with the consequence of drifts in consumer behaviours, purchasing intentions, cultural attributes, and significant shifts in the desire for certain products. As culture dictates the behaviour to consume things, sways the way people think, perceive, process, and construe information, it is natural to draw some conclusion that it has a significant impact also on businesses bottom line. To examine this, an online questionnaire was conducted to collect data from 2103 respondents from Germany, France, and the United Kingdom. The statistical analysis of the survey data was performed with partial least squares structural equation modelling (PLS-SEM). The results of this study have shown similarities in the acculturation of migrants after a certain duration of their stay, and the marked influence of it on their consumer behaviour in general when compared to that in the literature review. Therefore, the results of the survey indicate that both acculturation and the country of origin affect perceived quality and brand identification. Furthermore, our results evidence the influence of perceived quality and brand identification on consumer purchase intention. Hence, by answering the research question, the results contribute to the body of research on the effects of the country of origin and acculturation among emigrants’ communities.
- The impact of acculturation and country-of-origin image on emigrants’ purchase intention: A cross-cultural analysisPublication . Crespo, Cátia Fernandes; Velgan, TatianaThe current consumer environment is becoming gradually more diverse and multi-cultural due to increasing emigration flows. To better serve and understand these segments, it is fundamental to comprehend how emigrants’ acculturation levels and ethnocentric behaviours affect consumer behaviour. Drawing on social identity theory and on mindsponge theory, this study’s key research question concerns the effects of both emigrants’ perceptions and judgements towards the home country and of emigrants’ affiliation level with host country culture on consumer behaviour. This study expands the acculturation and consumer behaviour literature by examining how emigrants’ country-of-origin image perceptions and acculturation influence consumer behaviour, assessed through brand identification, perceived quality and purchase intention, considering the moderator effect of consumer ethnocentrism. Although previous literature has explored the role of acculturation on consumer’s purchase intention, this question remains extremely complex. Previous studies suggest that a comparison between countries is helpful to get insights into the role of acculturation on emigrants’ consumer behaviour. However, most of the existing topic-related academic research only collected data from one country. Consequently, the current research focuses on the German, French, and the United Kingdom markets within a cross-cultural comparison that addresses Portuguese emigrants. An online questionnaire collected data from 2103 respondents from the three countries. The statistical analysis was performed with PLS-SEM. The results indicate that although both acculturation and the country-of-origin image affect perceived quality and brand identification, the outcomes of acculturation on consumer behaviour diverge across markets. Furthermore, our results demonstrate the influence of perceived quality and brand identification on consumer purchase intention. The moderator role of ethnocentrism on the influence of acculturation on both brand identification and perceived quality also diverges across markets. The results contribute to the increasing body of research on the effects of the country-of-origin image and acculturation among emigrants’ communities.