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Abstract
With the irreversible effect of globalization, a growing number of websites today sell their products to more than one country. The effects of cross cultural differences on buying behaviors are widely acknowledged. Therefore, a consideration about attracting and retaining online consumers from different countries and cultures is gaining importance. This paper examines the roles of hedonic and utilitarian values in online shopping by comparing cross culturally the Turkish and US consumers. A total of 264 students from Turkey and USA participated in the survey. The findings showed that the online shopping behaviors of Turkish and USA consumers differ according to their hedonic and utilitarian values. While Turkish consumers use online retailers to socialize with others, the USA people use online shopping for relaxation purposes.
Highlights
With the irreversible e ect of globalization, a growing number of websites today sell their products to more than one country. e e ects of cross cultural di erences on buying behaviors are widely acknowledged. erefore, a consideration about a racting and retaining online consumers om di erent countries and cultures is gaining importance. is paper examines the roles of hedonic and utilitarian values in online shopping by comparing cross culturally the Turkish and US consumers
In order to validate the measurement properties of the hedonic and utilitarian shopping value scale, con rmatory factor analysis (CFA) was conducted. e model was re ned by eliminating the items exhibiting the largest standardized residuals (Broekhuizen, 2006)
In an e ort to explain the di erences between sample subjects who had made online purchases in Turkey and those who had purchased in the USA, a discriminant analysis of hedonic and utilitarian values according to nationality was a empted using the ve hedonic value dimensions (Adventure, Value, Idea, Social, Grati cation) and six utilitarian value dimensions (Cost Saving, Convenience, Selection, Information Availability, Lack of Sociality, Customized Products/Service). e discriminant function was signi cant based on the Wilks’ lambda test
Summary
According to Babin et al (1994), many consumption activities produce both hedonic and utilitarian outcomes. Ese consumers shop because they enjoy the activity Such perspectives re ect utilitarianism and hedonism. According to To et al (2007), utilitarian motivation shows that shopping starts from a mission or task, and the acquired benefit depends on whether the mission is completed or not or whether the mission is completed e ciently during the process. It is described as critical, rational, decision e ective, and goal oriented (Hirschman & Holbrook, 1982; Batra & Ahtola, 1991). Hirschman and Holbrook (1982) suggest that the utilitarian and hedonic buying models di er in four main areas: mental constructs, product classes, product usage and individual di erences. is idea is the starting point of this study in which the di erences between the US and Turkish students are analyzed according to hedonism and utilitarianism in online shopping
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