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Central European Management Journal

Show issue
Year 2018 
Volume 26 
Issue 3

The Evolvement of Online Consumer Behavior: The ROPO and Reverse ROPO Effect in Poland and Germany

Jessica Kowalczuk
Kozminski University

2018 26 (3) Central European Management Journal

DOI 10.7206/jmba.ce.2450-7814.233

Article contents

Abstract

Purpose: The aim of the study was to find out whether the online shopping behaviors ROPO and Reverse ROPO Effect differ between Poles and Germans.

Methodology: The author conducted quantitative research among Polish and German students (129 questionnaires). The measures for this study were hypotheses that tested in mean and comparative analysis.

Findings: In the context of online consumer behavior, the results indicate that consumers display different preferences for ROPO or Reverse ROPO Effect. These differences trace back to cultural differences, particularly different uncertainty avoidance levels, and different stage of e-commerce markets maturity.

Research implications: E-commerce markets constantly evolve and so does online consumer behavior. While immature e-commerce markets follow their mature counterparts, their respective online consumer behavior also evolves, currently displaying different tendencies in ROPO and Reverse ROPO Effect between markets.

Limitation: Respondents that cover all age groups would be more representative of the respective countries of analysis. Moreover, instead of a cross-sectional, one should conduct further research with a time-series study to capture trends in behavior adoption, which effect from the evolving nature of the e-commerce retail market.

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  94. Shih, H.P. (2004). An empirical study on predicting user acceptance of e-shopping on the Web. Information & Management, 41(3): 351–368, https://doi.org/10.1016/S0378-7206(03)00079-X [Google Scholar]
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  97. Soares, A.M., Farhangmehr, M. and Shoham, A. (2007). Hofstede‘s Dimensions of Culture in International Marketing Studies. Journal of Business Research, 60: 277–284, https://doi.org/10.1016/j.jbusres.2006.10.018 [Google Scholar]
  98. Solomon, M.R., Marshall, G.W. and Stuart, E.W. (2008). Marketing – Real People, Real Choices. 5th ed. Pearson Prentice Hall. [Google Scholar]
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  106. Bhatnagar, A., Misra, S. and Rao, H.R. (2000). On Risk, Convenience, and Internet Shopping Behavior. Commuications of the ACM, 43(11): 98–105, https://doi.org/10.1145/353360.353371 [Google Scholar]
  107. Boyd, H.W., Walker, O.C., Mullins, J. and Larréché, J.-C. (2002). Marketing Management, A Strategic Decision-Making Approach. Columbus, OH: McGraw-Hill/Irwin. [Google Scholar]
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APA style

Kowalczuk, Jessica (2018). Kowalczuk, J. . (2018). The Evolvement of Online Consumer Behavior: The ROPO and Reverse ROPO Effect in Poland and Germany. Central European Management Journal, 26(3), 14-29. https://doi.org/10.7206/jmba.ce.2450-7814.233 (Original work published 2018)

MLA style

Kowalczuk, Jessica. Kowalczuk, J. . “The Evolvement Of Online Consumer Behavior: The Ropo And Reverse Ropo Effect In Poland And Germany”. 2018. Central European Management Journal, vol. 26, no. 3, 2018, pp. 14-29.

Chicago style

Kowalczuk, Jessica. Kowalczuk, Jessica . “The Evolvement Of Online Consumer Behavior: The Ropo And Reverse Ropo Effect In Poland And Germany”. Central European Management Journal, Central European Management Journal, 26, no. 3 (2018): 14-29. doi:10.7206/jmba.ce.2450-7814.233.

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