Global Journal of Management and Business Research, B: Economics and Commerce, Volume 21 Issue 5

consumers' online purchase behavior and e-commerce adoption and found a significant connections among them (Francesca P et.al , 2021; Zhi Yang et.al , 2019; Heli H. et.al, 2018; Eungkyu K. et.al , 2016; Kathryn M, 2011). Therefore Hofstede’s six cultural dimensions will be analyzed in this paper: power distance and uncertainty avoidance indexes; individualism; masculinity; long or short-term orientation and finally, indulgence. Power distance index Power distance index (PDI) measures the country’s power distribution and how citizens accept disposal of it. Due to unequal power distribution, most Asian countries have a high PDI index and hierarchical relationship between boss and employee. (Doney et.al , 1998; Yoon, 2009; Rinne et.al, 2013; Grazzini et al., 2020) On contrary, most western countries have a low PDI, and westerns more often consult with others and participate in decision making (Doney et.al, 1998). As for PDI of SCO member states, Rinne and Yoon (Rinne et.al , 2013; Yoon, 2009) have concluded that China and India have a high power distance index, which affects the consumer behavior and leads to less trust in online shopping. Despite all the above, a study by Abu (Abu H., 2021) stated that power distance does not explain the difference in e-commerce usage between countries. Summarizing above, we propose the following hypothesis: Hypothesis 6: Online purchase is prevalent among SCO member states with a lower PDI. Individualism versus collectivism Individualism (IDV) versus collectivism (COL) dimension refers to ties between people in society. In an individualist society, the connection between people is low and there is no significant support between members. On contrary, in a collectivist society, the duties and prizes are shared in the group (Francesca P et.al , 2021). Moreover, Ligia (Ligia M, 2005) concluded that saving time is more important for a collectivist society, while individualists prefer better prices. According to Hofstede and Doney (Hofstede. G, 2010; Doney et.al, 1998), although in collectivist cultures have higher trust to e-platforms; individualist country citizens are more likely to try various e-platforms and to switch between them. Based on the above assumptions, we propose the following hypothesis: Hypothesis 6: Online purchase is prevalent among SCO member states with higher IDV. Masculinity versus femininity The masculinity (MAS) versus femininity (FEM) dimension characterizes whether gender has an influence on society's roles or not. According to Hofstede G. (Hofstede G., 2001) masculine cultures value success, aggressiveness, while feminine cultures focus on humility, sensitivity, and quality of life. Most Asian countries are characterized as feminine, as there is no strong differentiation between genders, whereas western countries are referred to as masculine, because of their competitive nature. As for online shopping and e-commerce adoption, Francesca and Srite (Srite et.al , 2006; Francesca et.al, 2021) studies revealed that e- commerce is preferred by feminine society, and citizens of a masculine culture have higher user- friendliness of the platform. However, some studies stated that perceiving an online store is important for both societies (Schoorman et al., 2007; Schumann et al., 2010). Hypothesis 8: Online purchase is prevalent among SCO member states with lower MAS. Uncertainty avoidance index The uncertainty avoidance index (UAI) describes the degree to which individuals respond and tolerate uncertainties and ambiguities. Hofstede (Hofstede G., 2010) described uncertainties as “situations, which are unusual, unfamiliar, and unforeseen”. Countries with high UAI prefer to constrain uncertainty by various rules and codes, and are often characterized as less prone to accept risks (Francesca P et.al , 2021). On contrary, people from lower UAI countries are willing to accept risks, and expected to faster adopt modern technologies and therefore, the e- commerce (Gong W., 2009; Hwang Y., 2012). The majority of studies concern Western countries as countries with lower UAI, and Asia as countries with higher UAI (Doney et.al, 1998; Hofstede G, 2010; Francesca P et.al, 2021). Based on above assumptions, we propose the following hypothesis: Hypothesis 9: Online purchase is prevalent among SCO member states with lower UAI. Long-versus short-term orientation Short-term oriented cultures focus on virtues related to the past and current situations, while long- term oriented focus on the upcoming situations (Hofstede G, 2011). Long versus short- term orientation not only affect the value perception but also influence the perception and trust. Harris (Harris S et.al , 1999) found that long-term-oriented cultures make long-lasting businesses only with trusted partners. In recent studies, researchers found that collectivism and long-term orientation are positively correlated with trust disposition and help to build trust in e-commerce. (Hallikainen et.al, 2018) Following these assumptions, we hereby propose the following: Hypothesis 10: Online purchase is prevalent among long-term- oriented SCO member states. Demographic and Cultural Factors Influencing the Adoption of B2C E-Commerce in SCO Region © 2021 Global Journals 31 Global Journal of Management and Business Research Volume XXI Issue V Version I Year 2021 ( ) B