aPhD Student, Organizational Behavioral Management, Ferdowsi University, Mashhad, Iran
bAssociate Professor, Faculty of Economics and Administrative Sciences, Ferdowsi University, Mashhad, Iran
Online shopping systems has changed market structures but every market is placed within a culture and the cultural background of the buyers should be considered. That is why most of the online shopping systems try to be more familiar with their user's background and to provide more customized features in their online systems. The aim of this study is to examine the influence of Iranian cultural variables on online shopping user's behaviour. The research framework is based on Hofstede's cultural model and a questionnaire is prepared according to five cultural dimensions: Uncertainty avoidance, Power distance, Femininity -Masculinity, Long or short term, Collectivism-Individualism. The questionnaire was sent to online shopping users of Raja Company. The results indicated that collectivism and uncertainty avoidance are two important variables of Iranian Culture which influence the online shopping users’ behaviour.
Online Shopping, National culture, Uncertainty avoidance, Power distance
