Pengaruh Dimensi Budaya Terhadap Perilaku Penggunaan E-commerce: Daerah Istimewa Yogyakarta

  • Danar Retno Sari Universitas Islam Indonesia
  • Teduh Dirgahayu Universitas Islam Indonesia
Abstract views: 814 , PDF downloads: 703
Keywords: E-Commerce, Culture Dimenssion, Theory Planned Behavior, Behavior To Use E-Commerce

Abstract

 

The use of e-commerce influenced by culture, which consist of five dimensions, such as power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation (Hofsterde, 1984). This paper aim to investigate and explored the effect of culture dimenssion on behavior to use e-commerce in Daerah Istimewa Yogyakarta. Theory Planned Behavior as a model to investigate behavior to use e-commerce. Culture dimensiona as indicator used to support variable in TPB. Our result showed that power distance and masculinity had significant effect on behavior to use e-comerce in Daerah Istimewa Yogyakarta. This factors can be used to create a new marketing strategy for business people. In an academic area, this model can be used as alternative model to predict intentions and individual behavior using information technology, especially e-commerce.

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Published
2018-02-16
How to Cite
[1]
D. R. Sari and T. Dirgahayu, “Pengaruh Dimensi Budaya Terhadap Perilaku Penggunaan E-commerce: Daerah Istimewa Yogyakarta”, intensif, vol. 2, no. 1, pp. 1-11, Feb. 2018.