Cultural Differences in Online Shopping Behavior: Turkey and the United Kingdom

Sema Sakarya ； Nagehan Soyer

《International Journal of Electronic Commerce Studies》 4卷2期 (2013/12) Pp. 213-237

https://doi.org/10.7903/ijecs.1049

並列摘要

Internet usage and online shopping are increasing in popularity. Consumers from different cultures and with different consumption values are using online shopping due to benefits such as ease of search and order, and entertainment. Previous studies on online shopping investigated factors that influence online shopping as well as motives for, value of, and antecedents of online buying behavior. There has been a paucity of research on cultural influences in online shopping. The present study explores cultural differences in online shopping behavior and consumption value using data from a sample of 201 consumers in Turkey and the United Kingdom. The findings reveal that there are differences in the online shopping behavior of Turkish and British consumers, while the two groups share similar consumption values; moreover some dimensions of online shopping behavior of utilitarian and hedonic online shoppers differ for the overall sample.

並列關鍵字

On Line Shopping Behavior ； Culture ； Cultural Distance ； Consumption Value ； Utilitarian Value ； Hedonic Value ； Turkey ； The UK

參考文獻

Ahn, T.,Ryu, S.,Han, I.(2007).The impact of web quality and playfulness on user acceptance of online retailing.Information and Management.44(3),263-75.

Alba, J.,Lynch, J.,Weitz, B.,Janiszevski, C.,Lutz, R.,Sawyer, A.(1997).Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in electronic marketplaces.Journal of Marketing.61(3),38-53.

Arnold, M.J.,Reynolds, K.E.(2003).Hedonic shopping motivations.Journal of Retailing.79(2),77-95.

Babin, B.J.,Darden, W.B.,Griffin, M.(1994).Measuring hedonic and utilitarian value.The Journal of Consumer Research.20(4),644-656.

Bakos, Y.(1997).Reducing buyer search costs: Implications for electronic marketplaces.Management Science.43(12),1676-1692.