The Effect of Cultural Differences on Consumer Behavior in Turkey and Kazakhstan: A Comparative Evaluation from E-Commerce Perspective
Abstract
This study examines the effects of cultural differences on e-commerce in Turkey and Kazakhstan. In this mixed method study, a questionnaire was used for quantitative data collection and focus group studies were conducted for qualitative data collection. Quantitative data were analyzed using SPSS software; statistical analyses such as independent sample t-test and ANOVA were performed. Qualitative data were analyzed using content analysis and the themes were interpreted in the context of cultural differences. The results show that in Turkey, the individualistic structure enables consumers to make independent decisions, while in Kazakhstan, the collectivist structure directs decision-making processes with the influence of social groups. While advanced e-commerce infrastructure in Turkey provides consumers with a safer and smoother shopping experience, in Kazakhstan the level of trust is lower and consumers are more cautious in online shopping. The findings of the study suggest that e-commerce platforms should adapt their strategies according to the cultural differences of the two countries.
References
- Adaçay, F. R., Polat, Ç. (2013). Girişimciliği Etkileyen Faktörler ve E-Ticaret Factors Affecting Entrepreneurship and E Trade. ICE’13, V. International Congress on Enterpreneurship, (1), Almatı, pp. 199-217.
- Aydın, E., Savrul, B. K. (2014). The relationship between globalization and e-commerce: Turkish case. Procedia-Social and Behavioral Sciences, (150), 1267-1276. https://doi.org/10.1016/j.sbspro.2014.09.143
- Balabekuly, D., Kuranbek, A., Kızılcık, A. (2022). Socııal-Phılosophıcal Sıgnıfıcance of Informatıon System In Kazakhstan. Вестник КазНУ. Серия философии, культурологии и политологии, 80(2), 23-31. https://doi.org/10.26577/jpcp.2022.v80.i2.03
- Chung, K. C. (2019). Mobile (shopping) commerce intention in central Asia: The impact of culture, innovation characteristics and concerns about order fulfilment. Asia-Pacific Journal of Business Administration, 11(3), 251-266. https://doi.org/10.1108/APJBA-11-2018-0215
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- DataReportal. (2024). Digital 2024: Turkey Internet Users Statistics. Erişim adresi: https://datareportal.com/reports/digital-2024-turkey
- De Mooij, M., Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of international consumer marketing, 23(3-4), 181-192. https://www.tandfonline.com/doi/pdf/10.1080/08961530.2011.578057
- Dikkaya, M., Aytekin, İ. (2018). Küresel e-ticaret ve Türkiye. Ekonomi, İşletme, Siyaset ve Uluslararası İlişkiler Dergisi, 4(1-2), 66-68.
- Durmaz, Y. (2014). The influence of cultural factors on consumer buying behaviour and an application in Turkey. Global Journal of Management and Business Research: E Marketing, 14(1), 37-44.
- Ghandour, A. The Impact of E-Commerce and Information Technology on Regional Economic Growth and Retail Evolution. Available at SSRN 5019097.
- Kitamura, N., Abbas, K., Nathwani, D. (2022). Public health and social measures to mitigate the health and economic impact of the COVID-19 pandemic in Turkey, Egypt, Ukraine, Kazakhstan, and Poland during 2020–2021: situational analysis. BMC public health, 22(1): 991, 1-13.
- Kulak, H. (2023). Covid-19 pandemisinin e-ticaret üzerindeki etkisinin incelenmesi. İmgelem, 7(12), 333-362. https://doi.org/10.53791/imgelem.1142882
- Nakip, M., Gökmen, A. (2017). An empirical survey of consumer ethnocentrism in Kazakhstan and the preference of consumers on imported products. Bilig, 82, 65-90.
- Özbulut, B. (2014). Türkiye’de e-ticaretin gelişimi ve uygulamada karşılaşılan sorunlar. (Yayımlanmamış Yüksek Lisans Tezi). İstanbul Ticaret Üniversitesi.
- Rangel, M. D. V. M. (2021). Post-pandemic consumer behavior towards e-commerce and retail stores in United States. Revista Venezolana de Gerencia: RVG, 26(6), 47-64.
- Serhateri, A., Coşkun, E. (2006). Girişimcilikte elektronik ticaretin önemi. Uluslararası Girişimcilik Kongresi Bildiri Kitapçığı, Kırgızistan Türkiye Manas Üniversitesi, Bişkek, 111-117.
- Timokhina, G., Urkmez, T., Ralf, W. (2018). Cross-cultural variations in consumer behavior: A literature review of international studies. South East European Journal of Economics and Business, 13(2), 49-71. https://doi.org/10.2478/jeb-2018-0012
- Trompenaars, F., Hampden-Turner, C. (1997). Riding the Waves of Culture: Understanding Diversity in Global Business. McGraw-Hill.
- Zailskaite-Jakste, L., Minelgaite, I. (2021). Consumer engagement behavior perspective in social media: Mediating role and impact on brand equity. Journal of Eastern European and Central Asian Research (JEECAR), 8(2), 160-170.
- Zimu, F. (2023). Exploring the impact of cultural factors on consumer behavior in E-commerce: A cross-cultural analysis. Journal of Digitainability, Realism & Mastery (DREAM), 2(03), 31-36. https://doi.org/10.56982/dream.v2i03.90
Türkiye ve Kazakistan’da Kültürel Farklılıkların Tüketici Davranışlarına Etkisi: E-Ticaret Perspektifinden Karşılaştırmalı Bir Değerlendirme
Abstract
Bu çalışma, Türkiye ve Kazakistan’daki kültürel farklılıkların e-ticaret üzerindeki etkilerini incelemektedir. Karma yöntem kullanılarak gerçekleştirilen araştırmada, nicel veri toplama amacıyla anket, nitel veri toplama için ise odak grup çalışmaları yapılmıştır. Nicel veriler SPSS yazılımı kullanılarak analiz edilmiş; bağımsız örneklem t-testi ve ANOVA gibi istatistiksel analizler gerçekleştirilmiştir. Nitel veriler ise içerik analizi yöntemiyle değerlendirilmiş ve elde edilen temalar, kültürel farklılıklar bağlamında yorumlanmıştır. Sonuçlar, Türkiye’de bireyci yapının tüketicilerin bağımsız kararlar almalarını sağladığını, Kazakistan’da ise toplulukçu yapının sosyal grupların etkisiyle karar alma süreçlerini yönlendirdiğini göstermektedir. Türkiye’de gelişmiş e-ticaret altyapısı tüketicilere daha güvenli ve sorunsuz bir alışveriş deneyimi sunarken, Kazakistan’da güven seviyesinin daha düşük olduğu ve tüketicilerin çevrimiçi alışverişte daha ihtiyatlı davrandıkları gözlemlenmiştir. Çalışmanın bulguları, e-ticaret platformlarının iki ülkenin kültürel farklılıklarına göre stratejilerini uyarlamaları gerektiğini ortaya koymaktadır.
References
- Adaçay, F. R., Polat, Ç. (2013). Girişimciliği Etkileyen Faktörler ve E-Ticaret Factors Affecting Entrepreneurship and E Trade. ICE’13, V. International Congress on Enterpreneurship, (1), Almatı, pp. 199-217.
- Aydın, E., Savrul, B. K. (2014). The relationship between globalization and e-commerce: Turkish case. Procedia-Social and Behavioral Sciences, (150), 1267-1276. https://doi.org/10.1016/j.sbspro.2014.09.143
- Balabekuly, D., Kuranbek, A., Kızılcık, A. (2022). Socııal-Phılosophıcal Sıgnıfıcance of Informatıon System In Kazakhstan. Вестник КазНУ. Серия философии, культурологии и политологии, 80(2), 23-31. https://doi.org/10.26577/jpcp.2022.v80.i2.03
- Chung, K. C. (2019). Mobile (shopping) commerce intention in central Asia: The impact of culture, innovation characteristics and concerns about order fulfilment. Asia-Pacific Journal of Business Administration, 11(3), 251-266. https://doi.org/10.1108/APJBA-11-2018-0215
- DataReportal. (2023a). Digital 2023: Turkey. Erişim adresi: https://datareportal.com/reports/digital-2023-turkey
- DataReportal. (2023b). Digital 2023: Kazakhstan. Erişim adresi: https://datareportal.com/reports/digital-2023-kazakhstanDataReportal. (2024). Digital 2024: Kazakhstan Internet Users Statistics. Erişim adresi: https://datareportal.com/reports/digital-2024-kazakhstan
- DataReportal. (2024). Digital 2024: Turkey Internet Users Statistics. Erişim adresi: https://datareportal.com/reports/digital-2024-turkey
- De Mooij, M., Hofstede, G. (2011). Cross-cultural consumer behavior: A review of research findings. Journal of international consumer marketing, 23(3-4), 181-192. https://www.tandfonline.com/doi/pdf/10.1080/08961530.2011.578057
- Dikkaya, M., Aytekin, İ. (2018). Küresel e-ticaret ve Türkiye. Ekonomi, İşletme, Siyaset ve Uluslararası İlişkiler Dergisi, 4(1-2), 66-68.
- Durmaz, Y. (2014). The influence of cultural factors on consumer buying behaviour and an application in Turkey. Global Journal of Management and Business Research: E Marketing, 14(1), 37-44.
- Ghandour, A. The Impact of E-Commerce and Information Technology on Regional Economic Growth and Retail Evolution. Available at SSRN 5019097.
- Kitamura, N., Abbas, K., Nathwani, D. (2022). Public health and social measures to mitigate the health and economic impact of the COVID-19 pandemic in Turkey, Egypt, Ukraine, Kazakhstan, and Poland during 2020–2021: situational analysis. BMC public health, 22(1): 991, 1-13.
- Kulak, H. (2023). Covid-19 pandemisinin e-ticaret üzerindeki etkisinin incelenmesi. İmgelem, 7(12), 333-362. https://doi.org/10.53791/imgelem.1142882
- Nakip, M., Gökmen, A. (2017). An empirical survey of consumer ethnocentrism in Kazakhstan and the preference of consumers on imported products. Bilig, 82, 65-90.
- Özbulut, B. (2014). Türkiye’de e-ticaretin gelişimi ve uygulamada karşılaşılan sorunlar. (Yayımlanmamış Yüksek Lisans Tezi). İstanbul Ticaret Üniversitesi.
- Rangel, M. D. V. M. (2021). Post-pandemic consumer behavior towards e-commerce and retail stores in United States. Revista Venezolana de Gerencia: RVG, 26(6), 47-64.
- Serhateri, A., Coşkun, E. (2006). Girişimcilikte elektronik ticaretin önemi. Uluslararası Girişimcilik Kongresi Bildiri Kitapçığı, Kırgızistan Türkiye Manas Üniversitesi, Bişkek, 111-117.
- Timokhina, G., Urkmez, T., Ralf, W. (2018). Cross-cultural variations in consumer behavior: A literature review of international studies. South East European Journal of Economics and Business, 13(2), 49-71. https://doi.org/10.2478/jeb-2018-0012
- Trompenaars, F., Hampden-Turner, C. (1997). Riding the Waves of Culture: Understanding Diversity in Global Business. McGraw-Hill.
- Zailskaite-Jakste, L., Minelgaite, I. (2021). Consumer engagement behavior perspective in social media: Mediating role and impact on brand equity. Journal of Eastern European and Central Asian Research (JEECAR), 8(2), 160-170.
- Zimu, F. (2023). Exploring the impact of cultural factors on consumer behavior in E-commerce: A cross-cultural analysis. Journal of Digitainability, Realism & Mastery (DREAM), 2(03), 31-36. https://doi.org/10.56982/dream.v2i03.90
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Digital Marketing, Intercultural Communication, Consumer Behaviour |
| Journal Section | Research Article |
| Authors | |
| Publication Date | June 24, 2025 |
| Submission Date | December 18, 2024 |
| Acceptance Date | April 24, 2025 |
| Published in Issue | Year 2025 Volume: 17 Issue: 32 |
