Hofstede’in Kültürel Boyutları Çerçevesinde Online Tüketim ve Kültür İlişkisi Üzerine Bir Analizi

Abstract

Today, the internet is used extensively for information, news and entertainment. However, the behavior of purchasing goods or services on the internet has increased in recent years, especially with the effect of the global pandemic. This increase has led to changes in daily life practices. The main purpose of this study, which is based on these developments, is the effect of cultural ties on the reflections of consumers' online purchasing behaviors on this behavior, within the scope of Hofstede's Cultural Dimensions Theory. For this purpose, the study was discussed within the scope of cultural dimensions and online behavior dimensions. For the purpose of the research, a conceptual framework was created in the context of the studies in the literature and hypotheses of the research were formed. The data obtained through the online survey applied to consumers over the age of 18 who engage in online consumption behavior in Çanakkale, which constitutes the universe of the study, were analyzed by using SPSS for Windows 25.0 program. According to the results of the analysis, it was found that Hofstede's cultural dimensions had a significant effect on online behavior during the process of online purchasing behavior.