Cultural analysis of factors affecting customers’ online shopping behavior in Finland and Morocco

The study relies on UTAUT model to conduct a confirmatory factor analysis to understand the factors influencing the Moroccan and Finnish people in adopting online shopping. Then, it uses Hofstede theory to understand the relationship strength between the different variables. In this study, a total of 153 people were surveyed. They were drawn from two universities, Al Akhawayn University in Morocco and Oulu University in Finland. The questions of the survey were not designed to understand the use of any products or services. But, they were interned only to reveal the general behavior of online shopping among the citizen of both countries. This master study presents the finding of the study and validates the UTAUT model in both countries. Moreover, this study provides some practical solutions that could be used in marketing to influence people to use online shops. Moreover, it also demonstrates the reliability and validity of UTAUT scales and suggests further analysis to improve this model