Examining the moderating role of cultural values on the impact of cyber security awareness on purchase intention in social media across generations X, Y, and Z

The aim of this study is to investigate the moderator effects of idiocentrism and allocentrism on the effect of cyber security awareness levels of X, Y generation teachers and Z generation students working in secondary education institutions on their purchasing intentions in social media. The sample of the research consists of teachers and students studying in secondary education institutions in Kayseri province in the 2022-2023 academic year. Survey data were collected by convenience sampling method. Within the scope of the research, 654 participants were reached. SPSS 26 and Amos 24 programs were used in the analysis of the collected data. Regulatory effect analyzes were performed with SPSS Process macro (model 1) software. According to the research findings, the level of cyber security awareness of teachers and students in the consumer situation is high. The idiocentrism values of Z generation consumers are quite high compared to X and Y generations . It has been observed that idiocentrism has a regulatory effect on the effect of cybersecurity awareness on the purchase intention in social media in the X, Y and Z generations, while allocentrism has a regulatory effect on the Y and Z generations, except for the X generation.