THE ROLE OF UNCERTAINTY AVOIDANCE AND INDULGENCE AS CULTURAL DIMENSIONS ON ONLINE SHOPPING EXPENDITURE

Abstract

Cultural background affects human behaviors in many areas. One of these areas is e-commerce. In this study the effects of uncertainty avoidance (UAI) and indulgence (ING) as Hofstede?s cultural dimensions on online shopping expenditure (OSE) have been investigated. In this context, data from 54 countries by the year 2012 have been subjected to regression analysis. In accordance with the findings, it has been revealed that ING increases the OSE; conversely UAI decreases. Accordingly, it can be expressed the willingness of consumers to shop online increases in case of trust; but decreases in case of uncertainty and risk environment. One of the results occurs with this study is how attitudes towards online shopping change from culture to culture.