The Moderating Role of Language Difference in the Relationship between Virtual Consumers' Marketing Communications and Consumers' Loyalty

This study aims to builds and test virtual consumers’ marketing communications and consumers’ loyalty model. In addition, the study also examined the moderating role of language differences in the relationship between virtual consumers’ marketing communications and consumers’ loyalty. Reponses from 251 respondents were analyzed through multiple linear hierarchical regression analysis. The findings indicate that consumers’ marketing communications significantly positive influence on the consumers’ loyalty. However, the language differences weaken the positive relationship consumers’ marketing communications and consumers’ loyalty. This paper has important implications for theory and practice. In addition, the context of a non-individualistic culture, that is, Chinese context has significant implication for others collectivists cultures.