Differences in e-commerce behavior between neighboring countries: the case of France and Belgium

@article{Goethals2009DifferencesIE,
  title={Differences in e-commerce behavior between neighboring countries: the case of France and Belgium},
  author={Frank G. Goethals and Andrea Carugati and Aur{\'e}lie Leclercq-Vandelannoitte},
  journal={DATA BASE},
  year={2009},
  volume={40},
  pages={88-116}
}
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 e-commerce behavior (information finding, suppler selection, and purchase) between people from two neighboring, culturally similar countries: Belgium and France. Furthermore, contrary to… CONTINUE READING

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