How Uncertainty Avoidance, Power Distance and Indulgence Affect Social Commerce Expenditure? An Investigation Based on Facebook

Emre YILDIRIM; Merve TÜRKMEN BARUTÇU

Article Details

How Uncertainty Avoidance, Power Distance and Indulgence Affect Social Commerce Expenditure? An Investigation Based on Facebook

Authors:

Emre YILDIRIM | Merve TÜRKMEN BARUTÇU

Publisher:

Uluslararası Bilim Kültür ve Spor Derneği

Journal:

International Journal of Sport Culture and Science 2016 Vol.4 Issue 4, pp.403-421

Document Type:

Article

Publication Date:

12/2016

Document Language:

Turkish

Document ID (Org No.):

2000475497

Frequency:

Quarterly

pISSN:

2148-1148

Abstract:

 


The increasing popularity of social networking sites (SNS) in recent years paved the way for
the emergence of social commerce. As a subset of e-commerce, s-commerce establishes the
communication between companies and consumers through SNS and allows online shopping.
However, online shopping through s-commerce varies substantially between different regions.
The differences observed in consumer behaviour stem from the different cultural background
every society has. This study analyses the effects of Hofstede’s cultural dimensions;
uncertainty avoidance (UAI), power distance (PDI) and indulgence (ING), on s-commerce
expenditure. With this purpose, the total amount of online expenditure for 53 countries chosen
from different regions, their total number of internet and Facebook users, and data related to
their cultural dimensions have been collected. In an effort to better understand the current
state of s-commerce, annual average expenditure of per Facebook user in each country has
been calculated through total online expenditure. Correlation and regression analysis have
also been performed together with cultural dimensions. Following these findings, it has been
concluded while UAI and PDI reduce s-commerce expenditure, ING increases it.
Consequently, the findings demonstrate while consumer willingness to do online shopping
decreases in the context of uncertainty and risk; increases when safety is provided.

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Article Details

How Uncertainty Avoidance, Power Distance and Indulgence Affect Social Commerce Expenditure? An Investigation Based on Facebook

Authors: Emre YILDIRIM | Merve TÜRKMEN BARUTÇU

Publisher: Uluslararası Bilim Kültür ve Spor Derneği

Journal: International Journal of Sport Culture and Science 2016 Vol.4 Issue 4, pp.403-421

Document Type: Article

Publication Date: 12/2016

Document Language: Turkish

Document ID (Org No.): 2000475497

Frequency: Quarterly

pISSN: 2148-1148

Issues

Authors:

Emre YILDIRIM | Merve TÜRKMEN BARUTÇU

Publisher:

Uluslararası Bilim Kültür ve Spor Derneği

Journal:

International Journal of Sport Culture and Science 2016 Vol.4 Issue 4, pp.403-421

Document Type:

Article

Publication Date:

12/2016

Document Language:

Turkish

Document ID (Org No.):

2000475497

Frequency:

Quarterly

pISSN:

2148-1148