The Influence of Cultural Values on Digital Consumer References and Decision-Making

This study explores the relationship between cultural factors and the online behaviors of digital natives. In an era of globalized digital marketplaces, understanding these nuanced interactions is critical for businesses. Employing a quantitative research design, data was collected via an online questionnaire from 296 digital natives. The analysis employed descriptive statistics and correlation analysis to investigate the relationships between key variables, including the influence of culture on product choice, seeking culturally-similar reviews, and trust in digital platforms. The findings reveal a strong perceived influence of cultural factors on online purchasing choices (Mean = 3.62). However, correlation analysis showed no significant relationship between the impact of cultural values on trust and the frequency of seeking reviews from culturally similar individuals (p > 0.05). This suggests that while digital natives acknowledge the broad influence of culture on their preferences, this perception does not directly translate to this specific trust-building behavior. The study concludes that the role of culture in digital consumer behavior is complex and behavior-specific, recommending a nuanced approach for marketers that addresses both cultural preferences and universal trust signals.

Social Sciences, Management Sciences

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