The effect of ethnocentrism on buying behavior on ecommerce sites: The case of Azerbaijan

Today, consumers actively use e-commerce sites to meet their needs. E-commerce sites have also been affected by the increasing competition conditions with globalization. In this direction, e-commerce sites try to get ahead of their competitors by developing different marketing strategies. E-commerce sites owned by domestic capital aim to trigger purchasing behaviors by activating the ethnocentric tendencies of consumers. In this study conducted on the axis of Azerbaijani consumers, it is aimed to examine the effect of consumers' ethnocentrism levels on their purchasing behavior. In addition, it was also tried to determine whether the ethnocentrism levels and purchasing behaviors of Azerbaijani consumers show a significant difference according to their demographic characteristics. In line with the determined objectives, the research model was created by inferring from the literature. In order to test the model, a survey was conducted with 508 consumers living in Baku, Azerbaijan between August 1 and December 15, 2024. As a result of the analysis of the collected data, it was determined that ethnocentrism has a very strong effect on purchasing behavior. Ethnocentrism was also found to be a determining factor in online shopping. In addition, it was determined that the ethnocentrism levels and purchasing behaviors of Azerbaijani consumers showed a significant difference according to their demographic characteristics. Some suggestions have been made based on the findings obtained. KEYWORDS: Azerbaijan, Ethnocentrism, Purchasing Behaviour, Consumer, E-Commerce Site