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Differences in e-Commerce Behavior between Neighboring Countries The Case of France and Belgium Frank G. Goethals IESEG School of Management Andrea Carugati IESEG School of Management & à rhus School of Business Aurélie Leclercq IESEG School of Management Abstract It is often (implicitly) assumed that e-commerce behavior is similar in countries with a similar culture in terms of Hofstede s dimensions. Through a study of e-commerce behavior of 969 private consumers and company representatives on 50 products, this paper proves there are actually significant differences in ecommerce behavior (information finding, suppler selection, and purchase) between people from two neighboring, culturally similar countries: Belgium and France. Furthermore, contrary to what was found in various US studies, very few differences in ecommerce behavior were detected between men and women in these two countries. Furthermore, clear differences were detected between age groups for product information finding and supplier selection but not for product purchase. Finally, to a big extent differences in e-commerce behavior between private consumers of two countries also exist between company representatives of the two countries. ACM Categories: H.3.3 Information Search and Retrieval; H.3.5 Online Information Services; K.4.4 Electronic Commerce Keywords: e-commerce adoption, culture, age, gender, website usage, Business-to-Consumer,
ACM SIGMIS Database – Association for Computing Machinery
Published: Oct 30, 2009
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