Ulusal kültürün e-darbe satın alma davranışına etkisi: Türkiye ve Pakistan karşılaştırmalı bir araştırma

Impulse buying constitutes almost 50 percent of total spending by customers. In an era where technology providing endless opportunities to customers in buying options, E-impulse buying has become an important element in e-commerce. Consumer behavior in e-commerce platform is one of extensively researched area. Online impulse buying behavior of consumer has drawn increasing attention across disciplines. The study investigates relationship between two key element of cultural dimension including individualistic and uncertainty avoidance on E- impulse buying behavior of consumer. It concludes with a look ahead for future research directions. The study employed samples from two nations from Turkey and Pakistan that have distinct cultural orientation. 152 participants from Turkey and 153 participants from Pakistan were used for analysis. The findings based on models tested in samples data from Turkey and Pakistan show that hypothesis of individualism / collectivism and uncertainty avoidance and their impact on online impulse buying are rejected and null hypothesis accepted. It is implied that individualism / collectivism and uncertainty avoidance have no significant impact on the online impulse buying. The data of Turkey was diverse as compared to the data of Pakistan as the cumulative regression value is slightly higher than that of Pakistan's results. However, same issues have be observed that most data were collected from university students and the instrument for data collection was not effective. Therefore, instrument needs to be adapted in accordance with the research settings and population demographics. The data of turkey was diverse as compared to the data of Pakistan. Majority of data from Turkey was collected from university students and instrument for data collection found not effective and the instrument need to be adapted in consideration of all cultural aspects. Future studies should focus on link between all cultural aspects with online impulse buying behavior to examine the behavior aspects effectively.