Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping

IF 0.9 Q3 ECONOMICS

Organizations and Markets in Emerging Economies Pub Date : 2018-12-31 DOI:10.15388/omee.2012.3.2.14269

Hilal Ozen,Nil Kodaz

引用次数: 0

Abstract

With the irreversible effect of globalization, a growing number of websites today sell their products to more than one country. The effects of cross cultural differences on buying behaviors are widely acknowledged. Therefore, a consideration about attracting and retaining online consumers from different countries and cultures is gaining importance. This paper examines the roles of hedonic and utilitarian values in online shopping by comparing cross culturally the Turkish and US consumers. A total of 264 students from Turkey and USA participated in the survey. The findings showed that the online shopping behaviors of Turkish and USA consumers differ according to their hedonic and utilitarian values. While Turkish consumers use online retailers to socialize with others, the USA people use online shopping for relaxation purposes.

查看原文本刊更多论文

功利主义还是享乐主义?网上购物的跨文化研究

随着全球化的不可逆转的影响，越来越多的网站今天将他们的产品销售到多个国家。跨文化差异对购买行为的影响已得到广泛认可。因此，如何吸引和留住来自不同国家和文化背景的在线消费者变得越来越重要。本文通过比较跨文化的土耳其和美国消费者，探讨了享乐主义和功利主义价值观在网上购物中的作用。共有来自土耳其和美国的264名学生参与了调查。研究发现，土耳其和美国消费者的网上购物行为因其享乐主义和功利主义价值观而有所不同。土耳其消费者使用在线零售商与他人进行社交，而美国人则使用在线购物来放松身心。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

Organizations and Markets in Emerging Economies ECONOMICS-

CiteScore

1.60

自引率

0.00%

发文量

审稿时长

20 weeks

期刊介绍： The journal aims to contribute to the development and dissemination of multidisciplinary knowledge on organizations and markets in emerging economies, to increase dialogue among scholars focused on a specific emerging economy or region and to encourage and give an outlet to high quality scholarship, both local and international, to this subject. Organizations and Markets in Emerging Economies welcomes analysis of emerging economies from the perspectives of organizational sciences, marketing, economics, finance and related disciplines. The journal appreciates studies that highlight specificities and patterns that occur in emerging economies and develop new empirical and theoretical knowledge on the subject.