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E-Commerce in Different Cultures: How e-commerce purchasing behavior in Western and Asian cultures is influenced by their cultural backgrounds?
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Abstract

Purpose — The purpose of this paper is to extend the current knowledge of cultural influence on e-commerce usage. It attempts to answer the question: How different cultural backgrounds influence e-commerce usage?

Approach — A specific model referred to as the e-commerce technology acceptance model is developed for this case plus hypotheses are tested. Data are collected from 157 respondents covering the four countries of Sweden, the Netherlands, Pakistan and China.

Findings — Trust in e-commerce is of more importance to the Asian sample, whereas usefulness shows a higher influence on the European sample. Both continents show a high value towards an easy to use environment in e-commerce.

Implications — The study shows that cultural background influences e-commerce usage. Therefore international marketers are in need of understanding these different needs in an online habitat.

Conclusions — The model shows to be robust and coherent on all four countries, explaining the differences of consumers cross-culturally.

Keywords: E-Commerce, Cultural comparison, Technology acceptance, Purchasing behavior, E-loyalty, Internationalization

Place, publisher, year, edition, pages
2015. , 97 p.
Keyword [en]
E-Commerce, Cultural comparison, Technology acceptance, Purchasing behavior, E-loyalty, Internationalization
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-44566OAI: oai:DiVA.org:lnu-44566DiVA: diva2:822132
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
Presentation
2015-06-02, H1206, Växjö Universitetsplatsen 1, 351 95,, VÄXJÖ, 09:00 (English)
Supervisors
Examiners
Available from: 2015-06-17 Created: 2015-06-16 Last updated: 2015-06-17Bibliographically approved

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CiteExportLink to record
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Cite
Citation style
  • apa
  • ieee
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  • vancouver
  • Other style
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Language
  • de-DE
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  • en-US
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  • nn-NO
  • nn-NB
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  • Other locale
More languages
Output format
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