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

Indulgence -.0096963 .0010453 -9.28 0.000 -.0117453 -.0076473 Has an account atfin.ins .2063323 .0076082 27.12 0.000 .1914188 .2212458 GDP percapita .0000355 1.64e-06 21.60 0.000 .0000322 .0000387 _CONS .0248185 .0139067 1.78 0.074 -.0024411 .0520782 Table 12: Overall regression analysis Source SS df MS Number of obsF(14,11027) = = 11,042 399.40 Model Residual 514.811458 1015.24152 14 11.027 37.772247 .092068697 Prob> FR=squared = = 0.0000 0.3365 Total 1530.05298 11,041 .138579203 Adj R-squared Root MSE = = 0.3356 .30343 Purchased online Coef. Std.Err. t P>|t | [95%Conf.Interval] Age -.0069661 .0001882 -37.02 0.000 -.0073349 -.0065972 Gender -.0254468 .0061482 -4.14 0.000 -.0374984 -.0133952 Secondary .0720114 .007501 9.60 0.000 .0573081 .0867147 Tertiary .198597 .011306 17.57 0.000 .1764353 .2207588 Employment .0276907 .0063838 4.34 0.000 .0151773 .0402041 Second20 .0227114 .009306 2.44 0.015 .0044699 .0409528 Middle20 .0597245 .0092899 6.43 0.000 .0415147 .0779343 Fourth20 .0927008 .0092592 10.01 0.000 .0745511 .1108504 Richest20 .1317881 .0093907 14.03 0.000 .1133806 .1501956 Powerdistance index 0 (omitted) Individualism .0042886 .005162 8.31 0.000 .0032767 .0053004 Masculinity 0 (omitted) Uncertainty avoidance -.0038616 .0002061 -18.74 0.000 -.0042656 -.0034577 Long-term orientation 0 (omitted) Indulgence -.013404 .0009443 -14.19 0.000 -.015255 -.011553 Has an account atfin.ins .1466091 .0071126 20.61 0.000 .1326672 .160551 GDP percapita .0000495 1.52e-06 32.62 0.000 .000466 .0000525 _CONS .2731722 .0159773 17.10 0.000 .2418538 .3044905 As for individual demographic factors, Table 9 and Table 12 shows that our results support Hypotheses 1, 3, 4, and 5 that online purchasing is more widely spread among younger buyers who have a higher education level, and are currently employed with a higher salary (Table 8). But Hypothesis 2 is not supported just because females are more active when it comes to online purchasing than men. The result is not so surprising because some other studies have already found these results before and there are both theoretical and methodological reasons to support these results. Men are much more active internet and technology users but in the last decade more and more women are introduced to the internet and became active users of online platforms especially when it comes to e- commerce platforms (Hernández B et.al , 2011). In some platforms, female customers’ quantities have already exceeded the male customers’ quantities (Stafford TF et.al , 2004). In national culture factors, Table 11 and Table 12 support Hypotheses 7, 9 also 11 that countries with higher individualism index, low uncertainty avoidance index, and low indulgence or more restraint have higher rates of e-commerce purchasing behavior in the population. On the other hand, Hypotheses 6, 8, and 10 did not match our initial expectations. Our results show that 3 of the 6 cultural dimensions including power distance, masculinity, and long term orientation do not show the relationship in e- commerce purchasing behavior between SCO countries, these variables are shows omitted results because they have collinearity with other variables, which means they cannot be considered as independent variables in this study. Previous studies showed that the power distance index does show the level of trust in society (Yoon C et.al, 2009), the final result on online purchasing behavior is not significant, maybe the interaction and relationship between the sellers and the buyers in e-commerce platforms virtual. As a result, power differences between these 2 parties are more invisible in the online relationships despite the power distance of the society. For masculinity, we assume that just because women are more active in e-commerce purchasing than men it is distinct that e-commerce is more female abundant (Stafford TF et.al , 2004), also 4 of 5 SCO countries in this study have high more than 50 as a masculinity index therefore the tests did not show any results for this Demographic and Cultural Factors Influencing the Adoption of B2C E-Commerce in SCO Region © 2021 Global Journals 37 Global Journal of Management and Business Research Volume XXI Issue V Version I Year 2021 ( ) B