Effects of cultural background on internet buying behaviour: Towards a virtual global village?

Efthymios Constantinides*, Carlota Lorenzo, Miguel Ángel Gómez-Borja, Peter Geurts

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

2 Citations (Scopus)

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 languageEnglish
Title of host publicationE-Commerce and Web Technologies
Subtitle of host publication9th International Conference, EC-Web 2008, Proceedings
EditorsGiuseppe Psaila, Roland Wagner
Pages114-123
Number of pages10
DOIs
Publication statusPublished - 25 Sep 2008
Event9th International Conference on E-Commerce and Web Technologies, EC-Web 2008 - Turin, Italy
Duration: 3 Sep 20084 Sep 2008
Conference number: 9

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume5183 LNCS
ISSN (Print)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference9th International Conference on E-Commerce and Web Technologies, EC-Web 2008
Abbreviated titleEC-Web 2008
CountryItaly
CityTurin
Period3/09/084/09/08

Keywords

  • Buying behaviour
  • Cultural differences
  • Internet marketing
  • Marketing strategy
  • Web experience
  • Web marketing

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