The Impact of Hofstede's Cultural Dimensions on Consumer Behaviour Intentions

Abstract

The purpose of this research was to examine the impact of Hofstede's culture dimensions (long-term/short term orientation, power distance index, masculinity/feminity index, uncertainty avoidance, and individualism/collectivism) on consumer behavior intentions (word of mouth, complaining behavior, purchase intention, price sensitivity) on two countries namely Turkey and Somalia. Primary data was collected using a questionnaire sent electronically via Google Forms to the respondents’ emails. Convenience sampling was used in the study. the sample size used here included 305 respondents–153 respondents from Somalia and the other 152 respondents from Turkey. SPSS 22 and LISREL 8.7 Packages Program was used for Statistical Analysis.

As a result of the study, it was determined that Hofstede culture dimensions did not have an effect on consumer behaviour intention for the Somalia sample, while power distance and uncertainty avoidance had a positive effect on word of mouth communication and long term orientation had a positive effect on price sensitivity and complaining behavior intention for the Turkish sample.