The Effectiveness Of Virtual Consumers' Marketing Communications ��The Moderating Effects Of Cross National Culture

This study examined the subject matter of the effects of cross-national culture on virtual consumer's marketing communications.Since national cultural has decisive factors for virtual consumer's decision making ? success of business firm,due recognitions ought to be given for cross national culture communications' effectiveness.However,the influence of national culture on virtual consumer's communications' effectiveness has not well explored adequately being analysed in relation to the states of consumers' perceived value,intimacy,trust,satisfaction,? loyalty.Cross national culture incongruent use is one of the most influential factors that affect the success of human communications and business firms.However,the awareness of the influences of cross national culture on virtual consumers communications' effectiveness are still ambiguous that need to be verified very well for the benefits of consumers,venders ?business firms at all.Thus,venders need to go through a number of ways to sustain the loyalty of their consumers to their brands.Then,the purpose of this study purposefully to examine ? put forward the effects of cross national culture on communications' effectiveness of virtual consumers' to the states of perceived value,intimacy,trust,satisfaction,? loyalty.A conceptual model has been developed ? tested by conducting survey.So,the quantitative data analysis methods have been applied to come up with novel result.The study collected data of about 251 international respondents from those who have mobile commerce experiences systematically and purposively in China.Cross national culture incongruent use affects virtual consumers' marketing communications to consumers trust,satisfaction and loyalty on mobile commerce websites retails.The study took a cross national culture approach on online virtual marketing consumers' engagement to interactions,review,and rating at their decision making to purchase and repeat purchase.Moreover,the study revealed that consumers' trust have mediating role between consumers' perceived value and consumers' loyalty.In the same way consumers' satisfaction have a mediating role between consumer's intimacy and consumer's loyalty.And the results have shown that virtual consumers' communications have direct influences on consumers' perceived value,intimacy,trust,satisfaction and loyalty.Therefore,the study implications ought to be applied by moble commerce websites ? their retails managers both in their leadership and extractions of their cross national culture virtual consumers' marketing communications strategies.