- Journal of Management Marketing and Logistics
- Vol: 6 Issue: 2
- THE EFFECT OF CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION AND ONLINE COMPULSIVE BUYING BEHAVIOR :...
THE EFFECT OF CULTURAL DIMENSIONS ON CONSPICUOUS CONSUMPTION AND ONLINE COMPULSIVE BUYING BEHAVIOR : A COMPARATIVE STUDY AMONG TURKISH AND AMERICAN CONSUMERS
Authors : Berk Benli, Murat Ferman
Pages : 103-127
Doi:10.17261/Pressacademia.2019.1038
View : 12 | Download : 4
Publication Date : 2019-06-30
Article Type : Research
Abstract :Purpose - The study investigates the influence of cultural dimensions on the two important outcomes of today’s consumer society; conspicuous consumption and online compulsive buying behavior. Also, another aspect of this research is to see if conspicuous consumption orientation has connections with online compulsive buying behavior. Lastly, it attempts to show whether conspicuous consumption and online compulsive buying behavior varies across cultures and the role of demographics. Methodology - The study employed two samples from two nations (Turkey and The United States) that have distinct cultural orientations. 663 participants from Istanbul and 597 participants from Washington D.C were used in analysis. Findings - Based on the models tested in two samples, the findings show that collectivism, power distance and masculinity have significant effect on conspicuous consumption in both nations yet the most impactful cultural dimensions vary based on the nation. Also, it has been discovered that collectivism, power distance and uncertainty avoidance were in relation with online compulsive buying behavior in both nations yet masculinity was not. Finally, conspicuous consumption and online compulsive behavior were found to be positively correlated. Conclusion - The study contains valuable information and managerial implications for marketing professionals who want to implement different marketing strategies in different cultural setting. Future studies should focus on the link between cultural dimensions at the individual level and other important elements within consumer behavior literature such as impulse buying, brand loyalty, fashion orientation, advertisement and brand attitude.Keywords : Conspicuous consumption, cultural dimensions, online compulsive buying behaviour