Cultural influences on convenience spending: A behavioral economics comparison of American and Taiwanese consumers

Why do some cultures gladly pay more for convenience, while others opt to invest time and energy to save money? This study examines the influence of cultural values on daily financial choices, with a specific focus on food delivery consumption in Taiwan and the United States. Drawing on Hofstede’s Theory and core principles from behavioral economics, this paper examines consumer behavior across cultural contexts. Through the lens of time orientation and individualism vs collectivism, this paper finds that American consumers have a higher willingness to pay for convenience due to a short-term, individualist culture, while Taiwanese consumers, shaped by a long-term perspective and collective values, tend to favor financial restraint and value optimization over immediate convenience. To support this argument, the paper includes a case study analyzing UberEats pricing data across both countries. Its findings offer significant insights for companies, marketers, and policymakers looking to align their products and services across culturally diverse consumer segments.