Cultural Factors Affecting Online Buying Behavior

1185 Words5 Pages
Introduction - The most critical thing in marketing is to figure where customers are existing, and be front of them. - Online buying has become a contemporary phenomenon and millions of people are willing to shop regularly using personal computers, or smart phones. - Organizations are concerned in: * gaining better understanding of customers. * determining the cultural factors which affect customer 's buying behavior. Problem statement Cultural factors play important role in adopting of online buying decision because of the internet flourished and its impact on individuals and communities. Therefore, companies have to take on consideration the values and behaviors of different communities to recognize the cultural differences of…show more content…
Determining the importance of online buying behavior from the perspective of postgraduate students at Yarmouk University. * Societies and organizational culture is one of the pillars of international business management that helps to identify the differences among the countries of the world and to understand the behaviours and actions of peoples in all spheres of life. Hofstede defined culture as "the common characteristics and values that distinguish a group of individuals from other groups". * Moreover, Firms are concerned on consumer behavior. It assist them to gain information about the individuals opinion, feel, and select their products. Before many years ago, Internet has used for trading of products and services. Web has been considered the most important vehicle in many developed countries, offering a lot of items with twenty four hour availability and wide area covering. Literature review Online buying behavior is affected by cultural factors such as: *cultural value: the principles derived by the individual from religion and society and represent the moral perceptions that help the individual to give judgments and make decisions and prepare to behave towards a certain…show more content…
H# hypothesis H1 There is a positive relationship between cultural values and online shopping behavior H2 There is a positive correlation between religious orientation to adopt the decision to buy online. H3 Openness to technological innovation is positively associated with online purchasing behavior. H4 the patterns of communication are positively associated with online buying decision. H5 There is a positive relationship between peers’ reference and online buying behavior. Research method Research design The study is conducted in term of descriptive analytical approach in which the perception of postgraduate students about online buying behavior were measures. Data collection A survey was used measure the impact of cultural factors on online buying behavior. a questionnaire was developed from literature of previous studies. Population and sample The study population consists of all postgraduate students at Yarmouk University in Jordan, enrolled in the academic year 2016-2017 The questionnaire was dispensed to a sample consisting of 500 postgraduate
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