The rapid proliferation of digital commerce across the Gulf Cooperation Council (GCC) countries has transformed consumer purchasing behaviors, particularly within the fast-moving consumer goods (FMCG) sector. This study examines the impact of cultural dynamics—specifically, language and communication, cultural norms, and cultural sensitivity—on online FMCG purchase intentions in Saudi Arabia, the United Arab Emirates, and Qatar. Employing a quantitative approach, the research collected data from 520 participants through a structured survey. Statistical analysis revealed that language and communication significantly influence online purchase intentions (β = 0.467, p < 0.001), whereas cultural norms (β = 0.090, p = 0.141) and cultural sensitivity (β = 0.052, p = 0.244) did not. These findings underscore the importance of linguistic accessibility and culturally attuned communication in shaping consumer behavior in digital markets, while also suggesting a nuanced or diminishing role for broader cultural values in online transactional contexts within the GCC. The study's implications are particularly relevant for marketers seeking to refine culturally adaptive strategies in increasingly digital economies.
Fawaz Alshihre (Fri,) studied this question.