Cultural influences on consumer loyalty in Tanzania’s E-Commerce market: the role of Hofstede’s individualism–collectivism dimension

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.