Examining the impact of cultural values on e-commerce consumer behaviour in the plastic manufacturing industry
- Author
- Kachere, Precious
- Title
- Examining the impact of cultural values on e-commerce consumer behaviour in the plastic manufacturing industry
- Abstract
- This study examines the influence of cultural values on e-commerce consumer behavior in the plastic manufacturing industry. It aims to determine how self-direction, stimulation, hedonism, power, achievement, and trust shape consumer decisions and engagement in digital transactions. Using a sample of 310 respondents, Structural Equation Modelling (SEM) with AMOS software was employed to test six hypotheses, all of which were supported. The findings reveal that these cultural values significantly impact e-commerce adoption and purchasing behavior, demonstrating their crucial role in shaping consumer preferences and interactions in the online marketplace. Moreover, the results highlight that trust plays a fundamental role in facilitating e-commerce adoption, reinforcing the need for businesses to establish strong relationships with consumers. The study underscores the importance of aligning marketing and sales strategies with cultural values to enhance brand positioning, customer engagement, and online shopping experiences.
- Date
- June 2025
- Publisher
- BUSE
- Keywords
- Cultural Values
- E-Commerce Consumer Behaviour
- Plastic Manufacturing Industry
- Supervisor
- Dr. D. C. Jaravaza
- Item sets
- Department of Marketing
- Media
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Kachere, Precious.pdf