Moderating Effect of Culture on Consumers’ Usage of Social Networks and Its’ Impact on Online Purchase Intentions

This research explored the relationship between Perceived Usefulness and Perceived Ease of the use of Social Network and their impact on Online Purchase Intention moderated by Culture. The data of 384 consumers of online stores belonging to Karachi, Pakistan were taken thorough questionnaire and was analyzed using Structural Equation Modelling to identify the relationship between the said variables and the moderating effect of culture. The study found positive impact of perceived usefulness and perceived ease of use of social media use for online purchase intention. It also proved the moderating role of culture between use of social media and buying behavior. Thus, culture plays positive effect in influencing buying behavior through perceives usefulness and perceives ease of use.

Companies need to be aware of the importance of cultural changes, spread of this new culture and its influence on social networking usage of consumers and the variables involved in leading out a positive or negative outcome of usage of social networks by consumers. This study aims to identify the significance of culture on social networks usage and its influence on the purchase intentions of consumers.Consequently, this paper advances an applied model that uses Hofstede's Cultural Dimensions (1980, 2001 and Venkatesh and Bala's (2008) Technology Acceptance.

GAP ANALYSIS
The Main Gaps we found in Previous study (Kozinets, 2002, Swedowsky, 2009, Mahoney, 2009, Social-Network-Driven, 2009) is to accumulate this two moderating effects of Culture and Social networking sites, Consumers are increasingly switch to social networks and this is effects on their purchase intentions and they like in order to get information from the internet, thus this effects affecting more on consumer in their buying decision (Kozinets, 2002), Swedowsky add it on that social networking has a potential to reached more audience and hence this influence more on consumer then culture effects. Consumer attracting towards social networks increasingly to learn more about brands (Mahoney, 2009) Also some researcher focuses on culture as a main concern of Moderating effects. Culture has been shown to affect marketing, including advertising, marketing strategies and buying habits (Green, 1999;Grier and Brumbaugh, 1999;Simester et al., 2000;Taylor and Miracle, 1996;Ueltschy and Ryans, 1997), and some researchers adds on that Culture as a predictor for online purchase has resulted in mixed findings regarding its impact on online purchase behavior (Kim et al., 2009). While some studies recommending online stores to adapt their atmospherics to the nuances of a given culture (Chau et al., 2002). Cole et al. (2000).
In this study we focused on both the moderating effects in a positive way, that we believe that technology is supportive and social networking is also a positive influence in our society. Moreover, culture has its importance and the moderating effect. Nobody focuses earlier in these scenario and we aimed to explore the effects of Culture and intention to use Social networking sites and how much it can influence on Usefulness and Ease of social Networking sites.

Research Objectives and Significance
Deloitte Touche' USA uncovered that 62% of US customers read customer produced online surveys and 98% of them discover these surveys sufficiently dependable; 80% of these buyers said that perusing these audits has influenced their purchasing expectations (Industry insights, n.d.). Buyers have additionally begun using informal organizations progressively to become familiar with brands just as visit retail sites. For instance, the dynamic clients on Facebook, who on normal burn through 15 h on the site every week contributes over 3% of all traffic to the top retail locales on the web, with practically 25% of all the clients presenting joins on different organizations, items or administrations (Mahoney, 2009). Another examination by Jansen et al. (2009) found that 19% of the Twitter clients notice an association or item brand somehow or another in their ''tweets'' with about 20% of all microblogs referencing a brand, communicating a slant or conclusion worried that organization, item, or administration. Retailers are likewise pushing forward with consideration of social organizing in their advertising blend with 40% of e-retailers keeping up an informal organization page and 59% of top US retailers having a ''fan page '' on Facebook (Social-Network-Driven, 2009). Agreeing to Internet Retailer vast larger parts of the main 100 organizations had a profile on Facebook (79%), Twitter (69%) or both (59%) (What's in a Retail email?, 2009). In this way, it very well may be induced that utilization of social organizing for shopping or ''social shopping'' is changing the retail industry particularly e-retail, empowered by purchaser innovation, client surveys and referrals, portable capacities and social organizing locales (Social-Network-Driven, 2009).
In Pakistan from the Past few years due to the boom in use of social networking sites many people are now familiar with the technology and that why now people of Pakistan are beginning to use internet and technology for the purpose of shopping, due to the change in this type of dynamics there is a flourishing opportunity for the Omnichannel. Retailers like Daraz successfully getting Billion-rupees profit milestone from its Black Friday, thus this Black Friday concept is not belonging to our Muslim culture but still it's successful just and give lots of benefits to the Daraz also another example of Food panda making huge profit with huge volume of 70,000 orders in four major cities of Pakistan, and it's also effecting our culture where people love to make foods for their love ones by their ownself (Rabbani F., 2018).
The purpose of this research is to examine the influence of Culture (Social Search, Subjective Norm and Self-Efficacy) on the Perceived Usefulness of Social Networks and Perceived Ease of Use of Social Network.

Definitions
Culture: A is a complex idea of cultural dimensions focusing on the individualism/collectivism, power distance, masculinity/femininity, uncertainty avoidance and short term/long term orientation. Perceived Usefulness of Social Networks: The perceived extent of utility and involvement of social networks in the lives of individuals is known as perceived usefulness of Social Networks. Perceived Ease of use of Social Networks: The extent to which, a person believes that the use of social networks will make their task easier or will enhance the quality of their work. Intention of Using Social Networks: The degree of an individual at which they intend on using Social networks for shopping related activities. Online Purchase Intention: The degree to which people intend to engaging in shopping activities and making a purchase online is the online purchase intention. Furrer et al. (2000) conducted a study on The Relationships between culture and social media usefulness on 431 university students. Findings showed that there is a strong relationship of culture, subjective norms, self-efficacy and individual/ collectivism on the perceived usefulness of social media. Grier and Brumbaugh (1999) conducted a study on noticing cultural difference; ad meanings created by target and non-target market on social media from a population of social media users, sample of 350 visitors a online social media page based store were selected for this study. The data was collected through a selfadministered questionnaire. The collected data was processed through various statistical tests to determine the results. Findings showed that cultural differences make the perception of the target and non-target markets vary towards the advertisement. Consumer perception and interpretation of an ad is greatly influenced by the surrounding and cultural factors. (Grier &Brumbaugh, 1999) Kjelgaard and Askegaard (2006) conducted a study on the globalization of youth culture: the global youth segment as structures of common difference. From a population of university students, students of 4 universities were selected as respondents. A sample size of 389 students was selected as respondents for this research. The data was collected through a self-administered questionnaire. The collected data was processed through various statistical tests to determine the results. Findings showed that the localization of youth and the youth taking over the segments of market have restructured the market. The technological generation has reshaped the needs and wants of consumers and taken things to the technological advances. Jarvenpaa and Tractinsky (1999) conducted a study on Consumer trust in an Internet store: a cross cultural validation. From a population of social media users, sample of 298 visitors a online social media page based store were selected for this study. The data was collected through a self-administered questionnaire. The collected data was processed through various statistical tests to determine the results. Findings showed that consumers trust on online shopping and online based stores varies from culture to culture. Consumers are more trusting on web based stores in the US than in China. (Jarvenpaa&Tractinsky, 1999) Chau et al. (2002) conducted a study on cultural differences in the online behavior of consumers. The purpose of the study was to determine the cultural differences that exist in the varying consumer behaviors online. A sample size of 256 individuals was selected. The data was collected through a self-administered questionnaire. The collected data was processed through various statistical tests to determine the results. Findings showed culture as an indicator for online buy has brought about blended discoveries in regards to its effect on online buy conduct. While a few studies prescribing on the web stores to adjust their atmospherics to the subtleties of a given culture (Chau et al., 2002).

Social Media
Technology these days is advancing and innovation is constant in all domains. Similarly, shopping has also shifted over time, integrating the use of new technology and social media in it. People have a natural desire to try the new innovations of the world. Thus, the Intention of Using Social Networks is 2.

Intention to Use Social Media linked to Perceived Usefulness of Social Media
Clearly online networking has turned into a famous research field with the innovative headways and the Web multiplication. In this way, numerous scientists concentrate on and lead considers in online networking from alternate points of view, for example, administrative and political, showcasing, instructive, and person. From the administrative and political point of view, both Twitter and Facebook have picked up fame by governments and embraced by different lawmakers keeping in mind the end goal to be in a compelling and enduring correspondence with subjects. Khan et al. (2014) studied the e-government to social government. Twitter use by Korea central government. The study was based in Korea, the tools used for data collection were focus groups of government officials and journalists. The collected data was processed through various statistical tests to determine the results. Findings characterize the administrations as social governments in this new period and express that governments ought to build up their web-based 2.2.2 Intention to Use Social Media linked to Perceived Ease of Use of Social Lin et al. (2013) measure how understudies see Twitter as an instructive device. For this purpose, the population chosen were undergraduate students at university enrolled in business degree programs. A sample of 289 students was selected as respondents for this study. The data was collected through a self-administered questionnaire. The data collected from the survey was processed and results were obtained through various statistical tests. Findings showed that. They uncover that understudies are more inspired by data sharing about the courses through web-based social networking stages.
Prestridge (2014) likewise concentrate on understudies' Twitter use and demonstrates that Twitter bolster engagement in learning. For this purpose, the population chosen were undergraduate students at university enrolled in business degree programs. A sample of 315 students were selected as respondents for this study. The data was collected through a self-administered questionnaire. The data collected from the survey was processed and results were obtained through various statistical tests. Findings showed that student interaction increases with the use of social media. The socialization off campus has been decreased in face to face socialization. But has made the life of students easier to interact and inquire about subject matters over social media.

Online Purchase Intention linked to Intention to Use Social Media
Ozguven and Mucan (2013) concentrate on five identity attributes as in the investigation. They furthermore measure the impacts of salary, age, sex, and life fulfillment. For this purpose, the population chosen were undergraduate students at university enrolled in business degree programs. A sample of 330 students were selected as respondents for this study. The data was collected through a self-administered questionnaire. The data collected from the survey was processed and results were obtained through various statistical tests. They locate the noteworthy impacts of good faith, openness to involvement, instruction, salary level, and life fulfillment via web-based networking media utilize.
In expansion Rauniar et al. (2014) direct a review via web-based networking media utilization in view of TAM. They select Facebook as a case and attempt to discover the impacts of saw usability, minimum amount, ability, saw fun loving nature, saw handiness, and reliability via web-based networking media utilize. For this purpose, the population chosen were undergraduate students at university enrolled in business degree programs. A sample of 289 students were selected as respondents for this study. The data was collected through a selfadministered questionnaire. The data collected from the survey was processed and results were obtained through various statistical tests.They propose a changed TAM show by taking online networking into thought. They approve the model and locate the huge impacts of the reexamined measurements.

Conceptual Framework Figure 1: Schematic Diagram
To empirically examine this research question we have developed the hypotheses which are: Ha1: Perceived usefulness of social media will have an impact on Online purchase intention 2.5 Hypotheses H1: Perceived usefulness of social media will have an impact on Online purchase intention H3: Perceived usefulness of social media will have an impact on Online purchase intention when moderated by culture Ha2: Perceived ease of use of social media will have an impact on Online purchase intention Ha3: Perceived usefulness of social media will have an impact on Online purchase intention when moderated by culture

METHODOLOGY Population
Population is defined as an entire set of individuals of a specified type. Samples are taken out of populations to predict results for the entire population. (Albright, Winston, & Zappe, 2010). The population chosen for this research is all residents of Karachi. The sub-population for this research is selected under the assumption that only people living in the urban areas and from middle, upper middle and elite population of Karachi is aware of the existence and consumption of Counterfeit items.

Sample Size
A sample size of 384 individuals is chosen as respondents for this research, at a 95% confidence interval and 0.05 significance level (i.e. the results of the study will be true 95% of the time and there is a 5% error of margin). The sample size of 384 is adopted from the study conducted by Krejcie& Morgan (1970) , in which they created a formula that was used to derive the selected sample size. (Krejcie & Morgan, 1970) Sampling Technique Sampling refers to the process of selecting a limited number of individuals from a large group or population that will represent the entire population. The purpose of sampling is to select a sample that minimizes the sampling error at its best and maximizes the chances of best representation of population in the selected sample size. (Chow, Wang, & Shao, 2003) Systematic sampling is a type of probability sampling method in which sample members from a larger population are selected according to a random starting point and a fixed periodic interval. This interval, called the sampling interval, is calculated by dividing the population size by the desired sample size. The systematic sampling technique is the best that can be used in the study. The respondents were selected for this study was at the fixed interval of every 5th person in any place of all the five cities of Pakistan.

Procedure of data collection
The data will be collected in the general environment (field conditions) and no manipulated condition will be used in the data collection. The participants will be perceived as there were no deviations from the everyday routine when the data collected from the respondents. The research tool used in the study will be the selfadministrated questionnaire. There are 28 statements in the designed questionnaire. 4 statements were selected for variable "Culture (social pressure)", 4 statements were selected for variable "Culture (self-efficacy)",6 statements were selected for variable "Perceived usefulness", 5 statements were selected for variable "Perceived ease of use" , 4 statements were selected for variable "Intention to use " and 5 statements were selected for variable "Online purchase intention". All statements are measured on the 5-point Likert scale which tells that how the respondent strongly agrees or disagrees with the statement stated in the questionnaire.

Descriptive Statistic
Descriptive Analysis has the purpose of providing a summary of the given data set and describing the data characteristics such as mean, median, mode, standard deviation, scatter plots, measure of skewed-ness and coefficient of variation etc. (Srivastava & Rego, 2010)  For survey questions related with Culture, more than 60% voted agree for colleagues thought that I should use social networking sites and using social networking sites is a good idea, also 56% agreed that Using this social networking site is a pleasant idea but just 28% believe that People I knew influenced me to try out social networking sites The ratio of agree was found 40% however dis agree 35% related with comfortability of using social networking sites, also 41% voted for a satisfied with the technology when purchasing online.

Perceived Usefulness of Social Networking Sites:
Perceived usefulness also found as a good predictor, more than 52% believe that Using social networking enhances the productivity of their shopping activities also 72% believe Using this social networking site makes it easier to do my shopping, and 40% people think that social networking enhances the productivity of their shopping activities, In survey we also found that 65% believe that social networking site useful for their shopping activities and 48% believe that social networking site improves their performance of shopping activities. Perceived Ease of Social Networking Sites: 75% agreed and strongly agreed that social networking sites are easy to use but only 41% believe or agreed that it easy to get this social networking site to do what they want it to do it makes their life easier, however the ratio of ease to learn how to utilize this social networking site was 53% in our survey report.

Intention to Use Social Media:
Intention to use social media not found that much supported as we seen Perceived ease and usefulness of social networking sites, as per our survey we found only 30% agreed to use social networking sites and intent to use social networking sites in the future, this might be the dynamics of environment which changes everything even the purchase intentions of the buyers, also 41% believe that frequently use this social networking site in the future and 31% are those who are in a favour to strongly recommend others to use this social networking site.

Online Purchase Intention:
The survey results show that just 35% people likely transact with this social networking site for shopping in near future, while given a chance, 65% agreed to intend to use this social networking site for shopping and 59% predict that they should use this social networking site for shopping in future, also on Prior experiences 47% believe in the future actions of social networking site and 63% facilitate thier purchase decision-making process.

Reliability
After descriptive analysis we proceed for reliability test. The extent of the consistency of outcomes of a study, along with the accuracy in the representation of its total population is stated as reliability. A research instrument is only considered reliable when the same outcome can be reproduced of that study given that the methodology is similar. (Kirk & Miller, 1986)  Given the chance, I predict that I should use this social networking site for shopping in future 0.83 The above table shows Standardized factor loading for each item and shows the association between individual items with the extract construct. Factor loading for each item depicts reasonable to strong relationship with the underlying construct.

EVALUATING MEASUREMENT MODEL FITNESS
To evaluate the fitness of the proposed model, Amos delivers a set of useful indices that are used to determine the fitness and validity of the hypothesized model. Out of different significant indices, root mean square error of approximation (RMSEA), goodness of fit index (GFI), Chi-Square, CMIN/DF, adjusted goodness of fit index (AGFI), and comparative fit indices were observed to determine the authenticity of the research model. The discussed indices show the degree to which constructs are related to one another. Below Table and  To evaluate the fitness of the proposed model, Amos delivers a set of useful indices that are used to determine the fitness and validity of the hypothesized model. Out of different significant indices, root mean square error of approximation (RMSEA), goodness of fit index (GFI), Chi-Square, CMIN/DF, adjusted goodness Journal of Marketing andConsumer Research www.iiste.org ISSN 2422-8451 An International Peer-reviewed Journal DOI: 10.7176/JMCR Vol.55, 2019 of fit index (AGFI), and comparative fit indices were observed to determine the authenticity of the research model. The discussed indices show the degree to which constructs are related to one another. Each independent predictor gives an unstandardized and standardized beta coefficient that predicts the positive or negative impact of each variable. While p-value measures significance of data at 95% confidence interval.

Discussions
Culture is an adroitly mind boggling thought that has challenged a far reaching and concurred on definition (Lam et al., 2009). Hofstede's fundamental work (1980,2001) concentrated on the social measurements of independence, control separate, manliness, vulnerability shirking and long haul introduction. Independence is characterized as how much a general public stresses the job of the person. Power separate is how much the less amazing individuals from associations acknowledge that control is appropriated unequally. Manliness is how much a general public underlines custom manly qualities rather than ladylike values. Vulnerability evasion is the degree to which individuals feel threatened by unstructured and ambiguity. Lastly, long term orientation is defined as the extent to which a society exhibits a pragmatic, future-oriented perspective rather than a conventional historic or short-term perspective (Hofstede, 2001). Individualism, uncertainty avoidance, and long term avoidance are the three dimensions of culture that will be included in this study.
From our Study we found culture has positively influence in purchase intetions which is supported the theories of Dwyer et al., 2005, individuals in short-term orientation cultures experience materialist consumption pressures (i.e. keeping up with trends such as social networking) and adopt new technology rapidly. It's also contradict the theory of (Stremersch and Tellis, 2004;Yaveroglu and Donthu, 2002. Social orders that are high in vulnerability evasion consistently feel the inborn vulnerability throughout everyday life while social orders low in vulnerability evasion all the more effectively acknowledge vulnerability (Stremersch and Tellis, 2004;Yaveroglu and Donthu, 2002). Moreover, vulnerability shirking is identified with clients' hazard observation (Jarvenpaa and Tractinsky, 1999) and therefore we can induce that relying upon their dimension of vulnerability shirking buyers will respond distinctively to towards long range informal communication.
Ease of social Networking is also positively influence Purchase intention which support these theories. Srite and Karahanna's (2006) ponder tried a model in which Hofstede's four fundamental social measurements directed the connections among PU and PEOU. The consequence of the investigation found that just manliness-womanliness measurement directed the relationship among PEOU and expectation. Furthermore, Karahanna et al's. (2005) consider recommended that culture can direct the relationship between emotional standard and the conduct expectation.
Interpersonal interaction is conveying changes to correspondence designs and relational connections (Byrne, 2007;Hargittai, 2007;Humphreys, 2007). Person to person communication is a late wonder and its multiplication and becoming social sway is affirmation of the developing impact of innovation on the customer choice procedure. Person to person communication permits associations to take part in opportune and direct endcustomer contact at generally minimal effort and larger amounts of proficiency making it an extremely appealing option in contrast to the more customary specialized instruments (OECD, 2007).

Conclusion
From this examination we can reason that the study concluded that online shopping has many advantages and have significant impact on respondent's intention to shop on the web. This finding additionally bolstered internet shipping intention taking a gander at the normal score of respondents. Subsequently we can reason that respondents are expect to shop online in view of its of advantage as well as a result of culture and condition elements and high perceived ease of utilization. This review result likewise upheld past looks into which expressed that usefulness is the essential component that impact acknowledgment of specific innovation yet in this examination it is found that usefulness calculate has significant impact on repurchase intention.
The PEOU is perceived high and makes respondents plan to shop on the web. In conclusion understudies expect to shop online as a result of ease in web based shopping, as can be seen in respondent attributes that they have utilized web for over 3 years and interface with the web between 2-4 hours, yet this is for the most part created by culture and condition conditions figures additionally high perceived usefulness in online shopping.
The buyers' aim to utilize another innovation like person to person communication is influenced by two convictions: (1) Perceived Usability (PEOU) and (2) Perceived Usefulness (PU). The previous concerns ''how much an individual trust that utilizing a specific framework would improve his or her activity execution'' (Davis, 1989); while the last mirrors how much a individual trusts that utilizing a specific framework would be free of exertion (Davis, 1989). In our model, PEOU and PU are inspected with connection to utilizing informal organizations by customers. The model recommends that PU will be impacted by apparent usability since, different things being equivalent, the simpler an innovation is to use, the more valuable it tends to be (Venkatesh, purchase items there (Horovitz, 2006). Informal organizations using social shopping applications can possibly change the clothing retail scene. Informal organizations permit buyers to grasp the inborn social nature of shopping by not just giving applicable data through postings on the web however go past the conventional domain by fulfilling significantly more gluttonous needs: the requirement for endorsement from companions, the longing for self-articulation, and the longing for amusement (Cohn and Park, 2007). People embrace developments with for the most part private individual, singular outcomes and, regardless of whether an individual considers an advancement for reception is unequivocally controlled by similarity between the qualities of an advancement and the necessities of the individual (Valente and Rogers, 1995). In the present associated world it is sheltered to expect that informal organizations are a vital innovation advancement that straightforwardly sway purchasers and in the long run will affect their recognition with respects to acquiring expectation on the web.

Future Recommendations
In spite of the exploratory way of this review, it figured out how to clarify on the norm of Internet shopping through adequate experimental research. The recognition builds of perceived usability and perceived value must be explored in light of the sort of items that are planned to be obtained by the Internet customer. As a proposal, things must be isolated into their capacities, thus, enabling a record to be agreed to each of them in view of the significance of both the observation develops. Henceforth, a gauge can be thought about the amount of impact that is included in every observation build. Future replications of this model should seriously consider over exploring the mediating impact of perceived usefulness on the connection between perceived ease of use and goal to shop online relationship.
Outside components of item esteem, client administration and purchaser dangers ought to likewise be consolidated as forerunners into future repeated models. For example, Madu and Madu (2002) streamlined equality measurements into site execution, highlights, structures, feel, unwavering quality, stockpiling capacity, responsibility, security, confide in, responsiveness, item separation and customization, approaches, notoriety, affirmation and compassion that can be viewed as outer variables. Other outer variables that could be analyzed are item data, client benefit, buy result and conveyance, site configuration, acquiring process, item merchandizing, conveyance time and charge, convenience and extra data administrations (Cho and Park, 2002).