Pengaruh Dimensi Budaya Terhadap Perilaku Penggunaan E-commerce : Daerah Istimewa Yogyakarta dan Kalimantan Timur

Abstract

E-commerce transactions in Indonesia reached IDR 66,4 trillion in 2016 (Adhi, 2016). The use of e-commerce influenced by culture, which consist of five dimensions, such as power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation (Hofsterde, 1984). This paper aim to investigate and explored the effect of culture dimenssion on behavior to use e-commerce in Daerah Istimewa Yogyakarta and Kalimantan Timur. Theory Planned Behavior as a model to investigate behavior to use e-commerce. Culture dimensiona as indicator used to support variable in TPB. Our result showed that power distance and masculinity had significant effect on behavior to use e-comerce in Daerah Istimewa Yogyakarta while in Kalimantan timur, uncertainty avoidance had significant effect. This factors can be used to create a new marketing strategy for business people. In an academic area, this model can be used as alternative model to predict intentions and individual behavior using information technology, especially e-commerce.