The effect of cultural dimensions on conspicuous consumption and online compulsive buying behavior : a comparative study among Turkish and American consumers

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.

Disaster Risk Perception Regarding Culture and Personality

“…As for the cultural scale, the individual cultural values scale, which was developed by Yoo et al (2011) by using Hofstede (1980Hofstede ( , 2001's five-dimensional culture scale, was used. The study of Benli (2019) was used for the culture scale questionnaire items. These two dimensions were used because it was thought that the dimensions of uncertainty avoidance and collectivism could be related to risk perception in terms of individual cultural values, and other cultural dimensions were thought to be mostly organizational items.…”

Kompulsif Satın Alma Davranışı Üzerinde Bedavanın Gücü

“…Bu değişkenlerin yanı sıra çevrimiçi kompulsif tüketim davranışın etkileyen unsurlardan kültürel farklılıkların ele alındığı baka bir çalışmada ise Türkiye ve ABD örneklemi ile yapılmıştır. İstanbul'dan (663), Washington D.C'den (597) toplanan verilere göre yapılan analizler sonucunda kültürler arası farkın çevrimiçi kompulsif tüketim davranışını etkilediğine yönelik sonuçlara ulaşılmıştır (Benli ve Ferman, 2019).…”