THE EFFECT OF CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION AND ONLINE COMPULSIVE BUYING BEHAVIOR : A COMPARATIVE STUDY AMONG TURKISH AND AMERICAN CONSUMERS

Berk Benli; Murat Ferman

doi:10.17261/Pressacademia.2019.1038

Research Article

THE EFFECT OF CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION AND ONLINE COMPULSIVE BUYING BEHAVIOR : A COMPARATIVE STUDY AMONG TURKISH AND AMERICAN CONSUMERS

Year 2019, Volume: 6 Issue: 2, 103 - 127, 30.06.2019

Berk Benli Murat Ferman

https://doi.org/10.17261/Pressacademia.2019.1038

Abstract

Purpose - The study investigates the influence of cultural dimensions on the two important outcomes of today’s consumer society; conspicuous consumption and online compulsive buying behavior. Also, another aspect of this research is to see if conspicuous consumption orientation has connections with online compulsive buying behavior. Lastly, it attempts to show whether conspicuous consumption and online compulsive buying behavior varies across cultures and the role of demographics.

Methodology - The study employed two samples from two nations (Turkey and The United States) that have distinct cultural orientations. 663 participants from Istanbul and 597 participants from Washington D.C were used in analysis.

Findings - Based on the models tested in two samples, the findings show that collectivism, power distance and masculinity have significant effect on conspicuous consumption in both nations yet the most impactful cultural dimensions vary based on the nation. Also, it has been discovered that collectivism, power distance and uncertainty avoidance were in relation with online compulsive buying behavior in both nations yet masculinity was not. Finally, conspicuous consumption and online compulsive behavior were found to be positively correlated.

Conclusion - The study contains valuable information and managerial implications for marketing professionals who want to implement different marketing strategies in different cultural setting. Future studies should focus on the link between cultural dimensions at the individual level and other important elements within consumer behavior literature such as impulse buying, brand loyalty, fashion orientation, advertisement and brand attitude.

Keywords

Conspicuous consumption, cultural dimensions, online compulsive buying behaviour

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Year 2019, Volume: 6 Issue: 2, 103 - 127, 30.06.2019

Berk Benli Murat Ferman

https://doi.org/10.17261/Pressacademia.2019.1038

Abstract

References

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De Mooij, M., & Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of International Consumer Marketing, 23(3-4), 181-192.
Demaree, H. A., DeDonno, M. A., Burns, K. J., Feldman, P., & Everhart, D. E. (2009). Trait dominance predicts risk-taking. Personality and Individual Differences, 47(5), 419-422.
Dittmar, H. (2005). Compulsive buying – a growing concern? An examination of gender, age, and endorsement of materialistic values as predictors. British Journal of Psychology, 96, 467-491.
Donthu, N. & Garcia, A. (1999). The Internet shopper. Journal of Advertising Research, 39, 52– 58.
Eastman, J. K., Calvert, S., Campbell, D. & Fredenberger, B. (1997). The relationship between status consumption and materialism: A cross-cultural comparison of Chinese, Mexican and American students. Journal of Marketing Theory and Practice, 5, 52–66.
Faber, R. J., & O’Guinn, T. O. Krych. R. (1987). Compulsive consumption. Advances in Consumer Research, 14(1), 132-135.
Faber, R. J., & O'Guinn, T. C. (1992). A clinical screener for compulsive buying. Journal of Consumer Research, 19(3), 459-469.
Faber, R. J., Christenson, G. A., De Zwaan, M., & Mitchell, J. (1995). Two forms of compulsive consumption: Comorbidity of compulsive buying and binge eating. Journal of Consumer Research, 22(3), 296-304.
Frank, R. H. (1999). Luxury fever: Money and happiness in an era of excess. Princeton, NJ: Princeton University Press.
Gilman, N. (1999). Thorstein Veblen’s neglected feminism. Journal of Economic Issues, 32, 689–711.
Glatt, M. M., & Cook, C. C. (1987). Pathological spending as a form of psychological dependence. British Journal of Addiction, 82(11), 1257-1258.
Goldsmith R., Flynn L., Clark, R., (2012). Motivators of market mavenism in the retail environment. Journal of Retailing and Consumer Services. 19. 390–397. 10.1016/j.jretconser.2012.03.005.
Hassay, D. N., & Smith, M. C. (1996). Compulsive buying: An examination of the consumption motive. Psychology & Marketing, 13(8), 741-752.
Hofstede, G., & Bond, M. H. (1984). Hofstede's culture dimensions: An independent validation using Rokeach's Value Survey. Journal of Cross-Cultural Psychology, 15(4), 417-433.
Hofstede G., Hofstede G. J., Minkov M. (2010). Cultures and organizations: Software of the mind (3rd. edition). New York, NY: McGraw-Hill.
Hwa-Froelich, D. A., & Vigil, D. C. (2004). Three aspects of cultural influence on communication: A literature review. Communication Disorders Quarterly, 25(3), 107-118.
Inkeles, A., & Levinson, D. J. (1969). National character: The study of modal personality and sociocultural systems. In: Lindzey, G. and Aronson, E. (eds), The handbook of social psychology, 4. Addison-Wesley, MA.
Jan-Benedict E. M. Steenkamp, Hofstede, F., & Wedel, M. (1999). A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness. Journal of Marketing, 63(2), 55-69. DOI:10.2307/1251945
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Primary Language	English
Subjects	Business Administration
Journal Section	Articles
Authors	Berk Benli This is me 0000-0002-7515-0623 Murat Ferman This is me 0000-0003-4019-0219
Publication Date	June 30, 2019
Published in Issue	Year 2019 Volume: 6 Issue: 2

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APA	Benli, B., & Ferman, M. (2019). THE EFFECT OF CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION AND ONLINE COMPULSIVE BUYING BEHAVIOR : A COMPARATIVE STUDY AMONG TURKISH AND AMERICAN CONSUMERS. Journal of Management Marketing and Logistics, 6(2), 103-127. https://doi.org/10.17261/Pressacademia.2019.1038

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