THE MEDIATING EFFECT OF PERSONAL INNOVATIVENESS AND TRUST ON THE RELATION BETWEEN CULTURAL DIMENSIONS AND ONLINE BUYING BEHAVIOR

Abstract

It’s assumed that culture affects the online shopping as well as innovativeness and trust towards them. Because the cultural characteristics are being reflected to individuals. Different cultural characteristics may be a parameter that determines the variation of buying behaviors. In this paper, the direct/indirect effects of Hofstede’s cultural dimensions on online buying were analyzed using Structural Equation Modeling. Data from 316 respondents were collected by survey. It’s investigated that if the cultural dimensions have direct effect on online buying and if personal innovativeness and trust were the variables mediating between these relations. It’s seen that uncertainty avoidance has direct/indirect effects on online buying, where collectivism indirectly affects it. Other two don’t have any significant effect

Keywords

• Online Buying,Cultural Dimensions,Structural Equation Modeling,Personal Innovativeness,Trust

KÜLTÜR BOYUTLARI İLE ONLINE ALIŞVERİŞ DAVRANIŞI ARASINDAKİ İLİŞKİDE BİREYSEL YENİLİKÇİLİK VE GÜVENİN ARACILIK ETKİSİ

Abstract

Elektronik platformlara olan güvenin artmasının ve yenilikçi uygulamaların tüketicileri cezbetmesinin yanında, kişilerin benimsedikleri kültürün de online alışverişte etkili olduğu varsayılmaktadır. Çünkü toplumun sahip olduğu kültürel özellikler, bireye yansımaktadır. Farklı kültürel özellikler sonucu, bireylerin satın alma davranışları da farklılaşmaktadır. Çalışmada, Hofstede’in kültür boyutlarının online alışverişe etkisi, Yapısal Eşitlik Modellemesi ile araştırılmıştır. 316 kişiden anketle veri toplanmış, kültür boyutlarının online alışveriş davranışına doğrudan etkilerinin olup olmadığı, bireysel yenilikçilik ve güvenin aracılık etkisi incelenmiştir. Belirsizlikten kaçınmanın hem doğrudan, hem de bireysel yenilikçilik ve güven üzerinden online alışverişi etkilediği, toplulukçuluğun ise bireysel yenilikçilik üzerinden dolaylı etkisinin olduğu görülmüştür. Erillik ve güç mesafesinin etkisi saptanmamıştır.

Keywords

• Online Alışveriş,Kültür Boyutları,Yapısal Eşitlik Modellemesi,Bireysel Yenilikçilik,Güven

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