Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping
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 diffe...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Vilnius University Press
2018-12-01
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| Series: | Organizations and Markets in Emerging Economies |
| Subjects: | |
| Online Access: | https://www.journals.vu.lt/omee/article/view/14269 |
| _version_ | 1819064873652322304 |
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| author | Hilal Ozen Nil Kodaz |
| author_facet | Hilal Ozen Nil Kodaz |
| author_sort | Hilal Ozen |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-21T15:37:29Z |
| format | Article |
| id | doaj.art-69097374674d4d119a98af0b91015ec6 |
| institution | Directory Open Access Journal |
| issn | 2029-4581 2345-0037 |
| language | English |
| last_indexed | 2024-12-21T15:37:29Z |
| publishDate | 2018-12-01 |
| publisher | Vilnius University Press |
| record_format | Article |
| series | Organizations and Markets in Emerging Economies |
| spelling | doaj.art-69097374674d4d119a98af0b91015ec62022-12-21T18:58:35ZengVilnius University PressOrganizations and Markets in Emerging Economies2029-45812345-00372018-12-013210.15388/omee.2012.3.2.14269Utilitarian or Hedonic? A Cross Cultural Study in Online ShoppingHilal Ozen0Nil Kodaz1Istanbul UniversityIstanbul UniversityWith 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.https://www.journals.vu.lt/omee/article/view/14269Online shoppinghedonic valueutilitarian valueTurkeyUSA |
| spellingShingle | Hilal Ozen Nil Kodaz Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping Organizations and Markets in Emerging Economies Online shopping hedonic value utilitarian value Turkey USA |
| title | Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping |
| title_full | Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping |
| title_fullStr | Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping |
| title_full_unstemmed | Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping |
| title_short | Utilitarian or Hedonic? A Cross Cultural Study in Online Shopping |
| title_sort | utilitarian or hedonic a cross cultural study in online shopping |
| topic | Online shopping hedonic value utilitarian value Turkey USA |
| url | https://www.journals.vu.lt/omee/article/view/14269 |
| work_keys_str_mv | AT hilalozen utilitarianorhedonicacrossculturalstudyinonlineshopping AT nilkodaz utilitarianorhedonicacrossculturalstudyinonlineshopping |