Pengaruh Dimensi Budaya Terhadap Perilaku Penggunaan E-commerce: Daerah Istimewa Yogyakarta
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-comm...
| Main Authors: | , |
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| Format: | Article |
| Language: | Indonesian |
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Universitas Nusantara PGRI Kediri
2018-02-01
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| Series: | Intensif: Jurnal Ilmiah Penelitian Teknologi dan Penerapan Sistem Informasi |
| Online Access: | http://ojs.unpkediri.ac.id/index.php/intensif/article/view/11843 |
| Summary: | 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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| ISSN: | 2580-409X 2549-6824 |