Abstract
With the inconvertible 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. What are the basic motives that make consumers buy from online retailers? Does being hedonic or utilitarian matter? This paper examines the roles of hedonic and utilitarian values on online shopping by comparing cross culturally the Turkish and US consumers. A total of 264 students participated to the survey from Turkey and USA. Findings showed that Turkish and US consumers differ according to their hedonic and utilitarian values in online shopping. While Turkish consumers use online retailers to socialize with others, the US people use it to relax.
Published Version
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
