Ecommerceandculture
...cultural preferences. Culture has been identified as an underlying determinant of consumer behavior, and this extends to e-commerce. This research investigates this phenomenon for the Egyptian consumer.
This study highlights the roles of trust, uncertainty avoidance, Internet store familiarity, and reputation as the main factors affecting the perception of the consumer toward e-commerce.
The study results support the significant role of the Internet store's perceived familiarity and reputation as the main antecedents of online trust. The relationship between trust and perceived familiarity and reputation are found to be culturally high for high uncertainty avoidance of the consumer. Also the study highlights the significant effect of trust on the attitude towards and the willingness to buy from an e-commerce site. Furthermore, it provides an understanding of the cultural drivers of e-commerce.
Table of Contents
1 INTRODUCTION TO E-COMMERCE 5
1.1 History of E-commerce 5
2 EFFECT OF CULTURE ON E-COMMERCE 7
2.1 Effect of Hofstede's Cultural Dimensions on E-commerce 8
2.1.1 The Internet shopping environment 9
2.1.2 Cultural Effects 10
2.1.3 Uncertainty Avoidance: Is Internet shopping too risky? 11
2.1.4 Individualism-Collectivism: Can I trust you? 12
2.1.5 Conclusion 15
3 HUMAN COMPUTER INTERACTION 16
3.1 Definition 16
3.2 Goal 17
3.3 Localization 18
3.4 Meaning in Mediated Action 19
4 ELECTRONIC CONSUMER BEHAVIOR 21
4.1 The Theory of Reasoned Action 21
4.2 The Theory of Planned Behavior 22
4.3 Online Purchasing Behavior 22
4.4 Attributes 24
5 B2C INTERNET COMMERCE 26
5.1 A Tale of Two Nations (U.S and Thailand) 26
5.1.1 The U.S. and Thailand Some Key Differences 26
5.2 Another study between UK and Greece 30
6 EGYPT CASE STUDY 34
6.1 Perceived Familiarity (PFAM) 35
6.2 Perceived Reputation (PREP) 36
6.3 Trust (TRST) 36
6.4...
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