2013•International Journal of Electronic Commerce StudiesOpen access
Cultural differences in online shopping behavior: Turkey and the United Kingdom
Sema Sakarya
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Abstract
Internet usage and online shopping are increasing in popularity. Consumers from different cultures and with different consumption values are using online shopping due to benefits such as ease of search and order, and entertainment. Previous studies on online shopping investigated factors that influence online shopping as well as motives for, value of, and antecedents of online buying behavior. There has been a paucity of research on cultural influences in online shopping. The present study explores cultural differences in online shopping behavior and consumption value using data from a sample of 201 consumers in Turkey and the United Kingdom. The findings reveal that there are differences in the online shopping behavior of Turkish and British consumers, while the two groups share similar consumption values; moreover some dimensions of online shopping behavior of utilitarian and hedonic online shoppers differ for the overall sample. To cite this document: Sema Sakarya and Nagehan Soyer, Cultural differences in online shopping behavior: Turkey and the United Kingdom, International Journal of Electronic Commerce Studies, Vol.4, No.2, pp.213-238, 2013. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1049