The effect of cultural dimensions on conspicuous consumption and online compulsive buying behavior : a comparative study among Turkish and American consumers
| Autor: | Murat Ferman, Berk Benli |
|---|---|
| Přispěvatelé: | Işık Üniversitesi, Sosyal Bilimler Enstitüsü, Çağdaş İşletme Yönetimi Doktora Programı, Işık University, Institute of Social Sciences, Contemporary Business Management PhD Program, Benli, Berk, Ferman, Murat |
| Rok vydání: | 2019 |
| Předmět: |
Uncertainty avoidance
Conspicuous consumption media_common.quotation_subject Collectivism Conspicuous consumption cultural dimensions online compulsive buying behaviour Management Brand loyalty Cultural dimensions İşletme Compulsive behavior Masculinity medicine Hofstede's cultural dimensions theory medicine.symptom Psychology Social psychology Online compulsive buying behaviour Consumer behaviour media_common |
| Zdroj: | Volume: 6, Issue: 2 103-127 Journal of Management Marketing and Logistics |
| ISSN: | 2146-7943 2148-6670 |
| DOI: | 10.17261/pressacademia.2019.1038 |
| Popis: | 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. Publisher's Version |
| Databáze: | OpenAIRE |
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