On the unexpected differences in media usage in purchasing in France and Flanders

Frank G. GOETHALS, Aurélie LECLERCQ, Andrea CARUGATI

Abstract


It is often (implicitly) assumed that e-commerce behavior is similar in countries with a similar culture. Through a study of e-commerce behavior of both, private consumers and company representatives, this paper proves there are actually significant differences in e-commerce behavior between subgroups of such countries. In this study, statistically significant differences are found in the stated appropriateness of different media to find product information, to find a supplier and to make the actual purchase.

Keywords


adoption du e-commerce;culture;utilisation des sites de e- commerce;Business-to-Consumer

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DOI: http://dx.doi.org/10.9876/sim.v14i1.234

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