Abstract
The article identifies the combined influence of the Web Experience (or online experience) components on the online consumer's behaviour from three different angles: (1) The relative importance of the online experience factors in choosing an online vendor, (2) the actual effect of these factors on the vendor choice and (3) the influence of personal and behavioural characteristics on the virtual shopping behaviour. The results identify early symptoms of an emerging behavioural convergence among Internet users of different cultures and nationalities, suggesting that cultural and behavioural differences in the physical world could have limited influence on people's behaviour in the virtual marketplace. This outcome could suggest the emergence of a global virtual village, an issue worth of further scholastic research but also an issue of particular importance for global Web vendors and web site designers.
Original language | English |
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Title of host publication | E-Commerce and Web Technologies |
Subtitle of host publication | 9th International Conference, EC-Web 2008, Proceedings |
Editors | Giuseppe Psaila, Roland Wagner |
Pages | 114-123 |
Number of pages | 10 |
DOIs | |
Publication status | Published - 25 Sept 2008 |
Event | 9th International Conference on E-Commerce and Web Technologies, EC-Web 2008 - Turin, Italy Duration: 3 Sept 2008 → 4 Sept 2008 Conference number: 9 |
Publication series
Name | Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) |
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Volume | 5183 LNCS |
ISSN (Print) | 0302-9743 |
ISSN (Electronic) | 1611-3349 |
Conference
Conference | 9th International Conference on E-Commerce and Web Technologies, EC-Web 2008 |
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Abbreviated title | EC-Web 2008 |
Country/Territory | Italy |
City | Turin |
Period | 3/09/08 → 4/09/08 |
Keywords
- Buying behaviour
- Cultural differences
- Internet marketing
- Marketing strategy
- Web experience
- Web marketing