TY - JOUR
T1 - Whatsapp! does culture matter to persuasive system design and brand loyalty?
AU - Faisal, Serri
AU - Allil, Kamaal
AU - Hamid, Nor Aziati Abdul
AU - Abdullah, Nor Hazana
N1 - Publisher Copyright:
© 2021 by the authors. Licensee MDPI, Basel, Switzerland.
PY - 2021/6/1
Y1 - 2021/6/1
N2 - The traditional paradigm prioritizes local culture in application design; however, popular applications with persuasive systems design (PSD) like WhatsApp appeal to a global audience beyond local cultural attributes. The purpose of this study is to test the moderating role of Hofstede’s cultural dimensions on PSD and the relationship to loyalty in the context of WhatsApp. By employing an online survey, data were collected from the Netherlands, Germany, KSA, and Malaysia (N = 488). Using regression moderation analyses, the hypotheses were tested. Findings suggest that only two cultural dimensions, namely power distance and individualism, have a moderating role: power distance in Germany, and individualism in both KSA and Malaysia. This implies that managers must consider the possible influence of some cultural dimensions on loyalty. The study contributes to the literature by focusing on smartphone apps in countries with varying cross-cultural dimensions scores and utilizing the user’s perspective instead of the designer’s perspective.
AB - The traditional paradigm prioritizes local culture in application design; however, popular applications with persuasive systems design (PSD) like WhatsApp appeal to a global audience beyond local cultural attributes. The purpose of this study is to test the moderating role of Hofstede’s cultural dimensions on PSD and the relationship to loyalty in the context of WhatsApp. By employing an online survey, data were collected from the Netherlands, Germany, KSA, and Malaysia (N = 488). Using regression moderation analyses, the hypotheses were tested. Findings suggest that only two cultural dimensions, namely power distance and individualism, have a moderating role: power distance in Germany, and individualism in both KSA and Malaysia. This implies that managers must consider the possible influence of some cultural dimensions on loyalty. The study contributes to the literature by focusing on smartphone apps in countries with varying cross-cultural dimensions scores and utilizing the user’s perspective instead of the designer’s perspective.
KW - Cross-cultural dimensions
KW - Loyalty
KW - Persuasive system design
KW - Smartphone applica-tions
KW - WhatsApp
UR - http://www.scopus.com/inward/record.url?scp=85107013014&partnerID=8YFLogxK
U2 - 10.3390/su13115800
DO - 10.3390/su13115800
M3 - Article
AN - SCOPUS:85107013014
SN - 2071-1050
VL - 13
JO - Sustainability (Switzerland)
JF - Sustainability (Switzerland)
IS - 11
M1 - 5800
ER -