Understanding the impact of national culture differences on customers’ online social shopping behaviours

The growth of social media (SM) has contributed to the retail industry. Academics and professionals are specifically intrigued by how the fusion of SM might address the issue of establishing a relationship between consumers and sellers. By integrating insights drawn from the Informational Social Influence Theory (ISIT) and the Heuristic-Systematic Model (HSM), our study developed a model to comprehend factors affecting customers' online social shopping behaviours across various cultural environments. Our study utilised SEM/PLS to analyse data collected from 2305 respondents in four different countries. Findings revealed that the ISIT can be used to understand customers’ online social shopping behaviours. Our study indicated that normative social influence (NSI), informational social influence (ISI), utilitarian value (UTV), perceived member familiarity (PMF), and perceived information quality (PIQ) are key drivers of customers social behaviours in the developed societies, while hedonic value (HDV), perceived member closeness (PMC), perceived member similarity (PMS), and perceived member expertise (PME) are key drivers of customers social behaviour in the developing societies. The results demonstrated that a “one-size fits-all” paradigm is inadequate to capture the heterogeneity of customers social behaviour through various cultures. The theoretical and managerial implications were demonstrated.