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This study aims to explore whether collectivistic and individualistic users exhibit different e‐commerce loyalty and purchase intentions.

The paper operationalises Triandis' individuality and collectivism typology. Empirical data were gathered using face‐to‐face questionnaire instruments with 140 respondents, comprising undergraduate students and government employees.

Online shoppers are more individualistic than those who have not shopped online, while individualism and collectivism do not influence online loyalty.

As firms compete for online custom, it would be useful to gain some understanding of the possible effects of individual and collective behaviour on purchasing behaviour.

Instead of competing for existing online users, online stores could expand their market by appealing to offline shoppers using collective techniques.

Online loyalty has been an important focus of prior work and, while there has been significant focus on communities, Internet use remains a very personal activity. The paper provides new evidence that offline shoppers are more collectivistic than online shoppers.