Culture, consumption value and online shopping behavior: a cross-cultural study on Turkey and the United Kingdom

Abstract

The Internet is globally accessible, crosses national boundaries and allows consumers around the world to participate equally. Internet usage is in an increasing trend and popularity with the improvements in computer based technology. This development brings online shopping to consumers as a new shopping channel. Consumers from different cultures and with different consumption values are using online shopping due to benefits such as ease of search, order and entertainment. Previous studies on online shopping investigated the factors that influence online shopping as well as motives for, value of, and antecedents of online buying behavior. There has been a scarcity of research on cultural differences in online shopping. The purpose of this study is to explore cultural differences in online shopping behavior and consumption value. Data on consumption value, consumer perceptions of the advantages and disadvantages of online shopping, and online shopping behavior dimensions of online purchase frequency, goods purchased, online site type and payment method used was collected by a survey conducted on 201 consumers in two different cultures – Turkey and The United Kingdom. For the statistical analysis of data, frequency, one-way ANOVA and independent samples t-test were employed. The findings reveal that there are differences in online shopping behavior of Turkish and British consumers in the sample while the two groups share similar consumption values; and that some dimensions of online shopping behavior of utilitarian and hedonic online shoppers differ for the overall sample.