Effects of Cultural Sensitivity, Cultural Identity, and Social Media Usage on Customer Purchase Intention and Loyalty. How is Confucian Culture Moderate?

Abstract

The main objective of this research was to examine the influence of Purchase Intention, cultural identity, cultural sensuality, and social media on customer loyalty towards telecom products in Saudi Arabia. This research also explored the influence of Confucian culture on purchase intention as well as its role of moderation. The study was conducted in the telecommunications sector of Saudi Arabia. The data was collected through simple random sampling from customers in the telecommunications sector of Saudi Arabia. A questionnaire was developed using a Likert 5-point scale to gather data. A total of 290 usable responses were received. This study utilised SPSS to analyse the collected data. The research findings indicated a constructive and mutually beneficial connection with purchase intention and loyalty. Cultural identity, cultural sensuality, and social media exerted a significant impact on purchase intention. The domination of Confucian culture on moderating was also confirmed. This study addresses several theoretical gaps that are outlined in the paper. This study offers recommendations for policymakers in the telecommunications sector of Saudi Arabia.