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

V. R esults and D iscussion To see the deep down relationship between domestic and cultural factors and the e-commerce behavior of customers in 5 SCO countries we conducted 3 types of regression including control variables; demographic variables; national culture variables separately and finally run all variables. Table 9: Regression analysis of control variables Source SS df MS Number of obsF(5,11060) = = 11,066 1031.38 Model Residual 241.187672 1293.53355 2 11,063 120.593836 .116924301 Prob> FR=squared = = 0.0000 0.1572 Total 1534.72122 11,065 .138700517 AdjR-squared Root MSE = = 0.1570 .34194 Purchased online Coef. Std.Err. t P>|t | [95%Conf.Interval] Has an account atfin.ins .1753525 .0070598 24.84 0.000 .161514 .189191 GDP percapita .0000257 7.86e-07 32.76 0.000 .0000242 .0000273 _CONS -.1243408 .0071869 -17.30 0.000 -.1384284 -.1102533 Table 9 shows the control variables only of account ownership and GDP per capita while Table 11 shows the demographic variables only and Table 12 shows the results of all dimensions of national cultural factors. At last Table 12 combines not just individual but also country-level variables with the control variables. Overall, the modulated R2 increased evidently from 0.1572 to 0.3365 from Table 9 to Table 12. Table10: Regression analysis of demographic variables Source SS df MS Number of obsF(5,11060) = = 11,042 451.53 Model Residual 475.060579 1054.9924 11 11,030 43.1873253 .096547543 Prob> FR=squared = = 0.0000 0.3105 Total 1530.05298 11,041 .138579203 AdjR-squared Root MSE = = 0.3098 .30927 Purchased online Coef. Std.Err. t P>|t | [95%Conf.Interval] Age -.007239 .0001902 -38.05 0.000 -.0076119 -.0068661 Gender -.0170075 .0062368 -2.73 0.006 -.0292327 -.0047823 Secondary .0139949 .0068112 2.05 0.040 .0006438 .0273461 Tertiary .1109274 .010173 10.90 0.000 .0909865 .1308682 Employment .030998 .0064828 4.78 0.000 .0182905 .0437055 Second20 .0173501 .0094741 1.83 0.067 -.0012208 .0359211 Middle20 .0587375 .0094624 6.21 0.000 .0401895 .0772856 Fourth20 .0980209 .0094282 10.40 0.000 .0795399 .1165019 Richest20 .1467252 .009541 15.38 0.000 .1280231 .1654272 Has an account atfin.ins .137837 .006641 20.76 0.000 .1248195 .1508545 GDP percapita .0000351 7.93e-07 44.21 0.000 .0000335 .0000366 _CONS .0543776 .0117373 4.63 0.000 .0313703 .0773849 Table11: Regression analysis of cultural variables Source SS df MS Number of obsF(5,11060) = = 11,066 457.37 Model Residual 262.958855 1271.76236 5 11.060 52.591771 .114987555 Prob> FR=squared = = 0.0000 0.1713 Total 1534.72122 11,065 .138700517 Adj R-squared Root MSE = = 0.1710 .3391 Purchased online Coef. Std.Err. t P>|t | [95%Conf.Interval] Power distance index 0 (omitted) Individualism .0019896 .0005732 3.47 0.001 .0008661 .0031131 Masculinity 0 (omitted) Uncertainty avoidance -.0017931 .0002086 -8.59 0.000 -.0022021 -.0013842 Long-term orientation 0 (omitted) Demographic and Cultural Factors Influencing the Adoption of B2C E-Commerce in SCO Region © 2021 Global Journals 36 Global Journal of Management and Business Research Volume XXI Issue V Version I Year 2021 ( ) B