Examination of consumers' online shopping behaviors with Hofstede culture dimensions and UTAUT2 model: Germany Turkiye case

Increasing online purchasing processes as a result of the fact that the use of technology has become much easier and faster and online shopping platforms have become a safer place, can be shaped differently as a result of social and psychological factors. The cultural dimension, which can be considered as one of the most important factors that make up these factors, can affect the purchasing decisions of the consumer by shaping the way of thinking and behavior. In this study, it is aimed to examine the statistical relationships between the cultural dimensions and the dimensions of online purchasing and to present them quantitatively with the structural equation model. For this purpose, within the scope of culture dimensions, "Hofstede's Five-Culture Model" was evaluated as independent variable, and "Combined Technology Acceptance and Use Model 2", which includes online purchasing dimensions, was evaluated as dependent variable. Since the research examines the international cultural differences, the data were collected from two countries, Turkey and Germany. A total of 781 consumer response data, consisting of at least 380 questionnaires per country, were analyzed. As a result of the analysis of the research, statistically significant relationships were found between the Hofstede Culture Factors and the Combined Technology Acceptance and Use Model 2 factors. According to the results of the research, it has been revealed that cultural factors can affect online purchasing behaviors. It has been observed that other demographic data obtained lead to differences in culture and online shopping behaviors.