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

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.