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

The second correlation analysis we conducted on demographic factors of SCO individuals. The analysis on FINDEX dataset from 14,227 face to face interviews with SCO citizens shows us that majority of respondents are employed female, who have secondary education, middle income and average age of 42 and correlation results are significant (Table 5). Table 5: Demographic factors correlation analysis 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1 Purchased online 1.0000 2 Gender -0.0138 1.0000 3 Age -0.2194 -0.0277 1.0000 4 Primary -0.2453 -0.0440 0.1607 1.0000 5 Secondary 0.1147 0.0732 -0.1301 -0.7835 1.0000 6 Tertiary 0.2117 -0.0416 -0.0578 -0.3798 -0.2703 1.0000 7 Poorest20 -0.1247 -0.0181 0.0671 0.1622 -0.1047 -0.0965 1.0000 8 Second20 -0.0795 -0.0254 0.0109 0.0977 -0.0562 -0.0685 -0.2404 1.0000 9 Middle20 -0.0103 -0.0129 0 .0041 0.0133 -0.0051 -0. 0134 -0.2446 -0.2372 1.0000 10 Fourth20 0.0570 0.0026 -0.0125 -0.0722 0.0624 0.0192 -0.2525 -0.2449 -0.2492 1.0000 11 Richest20 0.1512 0.0519 -0.0675 -0.1930 0.0991 0.1535 -.02592 -0.2514 -0.2558 -0.2641 1.0000 12 Employment 0.1761 0.2749 -0.1144 -0.0638 0.0144 0.0784 -0.0341 -0.0246 -0.0059 0.0221 0.0408 1.0000 13 Hasanaccountatfin.i nstitution 0.2744 0.0672 0.0406 -0.1904 0.1006 0.1466 -0.-981 -0.0472 0.0096 0.0451 0.0870 0.2030 1.0000 14 GDPpercapita 0.3317 -0.0708 -0.3301 -0.1777 0.1044 0.1200 0.0382 0.0087 0.0009 -0 .0058 -0.0407 0.1313 0 .1851 1.0000 Based on above analysis we can state that our second control variable, the account at financial institution, is significantly correlated with online purchasing, showed on Table 6 (.274). Online purchase is also positively correlated with employment also secondary and tertiary education but negatively correlated with primary education that suggests higher the education higher the online purchase adoption, whereas age and gender is not. Also from the income side we see that online purchase is positively correlated with those who has more earnings such as Fourth 20% of income level holders also the Richest 20% of the population but negatively correlated with the less income owners such as poorest 20%, second 20%, middle 20% level income owners. This proves the statement from OECD report (OECD report, 2019), which states that a higher level of education leads to better employment opportunities and therefore has a positive effect on higher earnings. Lastly, we analyzed cultural dimension of SCO member states. Table 6: Hofstede’s cultural dimensions of SCO member states SCO member states Power distance index Individualis m Masculinity Uncertainty avoidance Long-term orientation Indulgence China 80 20 66 30 87 24 India 77 48 56 40 51 26 Kazakhstan 88 20 50 88 85 22 Pakistan 55 14 50 70 50 0 Russia 93 39 36 95 81 20 Total average 78.6 28.2 51.6 64.6 70.8 18.4 Five member states of SCO, namely China, India, Kazakhstan, Kyrgyzstan and Pakistan are collectivist countries with high power distance index (total average score is 78.6). Citizens consider themselves as members of group and value personal interdependence. As region with strong hierarchy in power distribution it mostly has a strategy, aimed to bring benefits in the future (long-term orientation average is 70.8). Citizens of member states have high uncertainty avoidance (total average score is 64.6) and restraint score, which means that they value principles more than practice and follow strict social norms. Four member states beside Russia show strong characteristics of masculine countries and thereby gender plays an important role in society. The detailed average cultural dimensions are available in Table 6 and Table 8. Overall, the difference between SCO members shows unique distribution to the study to show how the individual in different countries adopt online purchasing and interact differently in e-commerce activities. Demographic and Cultural Factors Influencing the Adoption of B2C E-Commerce in SCO Region © 2021 Global Journals 34 Global Journal of Management and Business Research Volume XXI Issue V Version I Year 2021 ( ) B