The effect of acculturation on digital customer experience and online purchase : intention of tunisian customer in Portugal

Abstract

In the context of increasing immigration to Portugal and the rapid expansion of digital environments, understanding how cultural adaptation shapes online consumer behavior has become increasingly relevant. This dissertation investigates the role of acculturation in digital customer experience and online purchase intentions among Tunisian consumers residing in Portugal—a population reflecting both growing ethnic diversity and active digital engagement. Guided by theoretical models on online and offline acculturation, this study pursued three primary objectives: (1) to investigate the acculturation process in digital customer experiences; (2) to evaluate its influence on online purchase intentions; and (3) to examine the interplay between acculturation and enculturation in shaping digital consumption behaviors. A descriptive quantitative approach was employed, using a structured questionnaire completed by 133 Tunisian participants living in Portugal. While no inferential statistics were used, the descriptive results indicate that a majority of respondents reported high levels of willingness to try (69.1%) and recommend (65.4%) online products or services. Participants also showed strong connections to their cultural heritage through social media, while actively engaging with digital environments in the host society. These findings suggest that both cultural integration and identity maintenance play a role in shaping digital consumer behavior. The study contributes preliminary insights to cross-cultural marketing and sets a foundation for future research on digital acculturation in immigrant populations.