Tile: Cultural Influences on Consumer Loyalty in Tanzania’s E-Commerce Market: Evidence from Individualism–Collectivism Perspective

IF：2.0     JCR Q2

DOI: https://doi.org/10.1080/13511610.2025.2591139https://www.tandfonline.com/eprint/5BR79GFTMCWNBQXMT8KY/full?target=10.1080/13511610.2025.2591139

Abstract:

This study examines how cultural values, specifically Hofstede’s individualism–collectivism dimension, influence consumer loyalty in Tanzania’s growing e-commerce market. As online shopping expands across sub-Saharan Africa, understanding how cultural orientation shapes trust and satisfaction is vital for building sustainable digital commerce. Using a cross-sectional survey of 400 Tanzanian consumers, data were analysed through partial least squares structural equation modelling (PLS-SEM) to test the direct and moderating effects of trust, satisfaction, and cultural orientation on e-loyalty. Results show that trust and satisfaction both enhance loyalty, with trust having a stronger effect among collectivist consumers, while the moderation of satisfaction–loyalty by collectivism is insignificant. Theoretically, this study extends loyalty models by integrating Hofstede’s individualism–collectivism at the individual level within an African context. Practically, it suggests that e-commerce platforms should prioritize trust-building through transparent communication and community-driven engagement strategies. The study’s cross-sectional design limits causal inference but offers a foundation for future longitudinal research.

Keywords: Consumer Loyalty, E-Commerce, Hofstede’s Cultural Dimensions, Individualism-Collectivism, Trust, Customer Satisfaction, Digital Markets