Indirect Impact of Personal Cultural Factors on OTC Medicines-Purchase Intention in Viet Nam

Abstract

The study aims to investigate the indirect influence of culture on consumers’ behaviour at individual level through their exploratory behaviours, optimum stimulation level, and perceived risks. The approach is based on new cultural perpectives which posit that culture changes through time, and remains unbalanced. The results show that culture has strong influence on behaviour, and it is asymmetrical, which is in contrast to previous studies

Keywords

• hofstede
• văn hóa cấp cá nhân
• văn hóa ảnh hưởng gián tiếp lên hành vi