Cultural differences in the online behavior of consumers

  • Authors:
  • Patrick Y. K. Chau;Melissa Cole;Anne P. Massey;Mitzi Montoya-Weiss;Robert M. O'Keefe

  • Affiliations:
  • The University of Hong Kong;Brunel University, United Kingdom;Indiana University, Bloomington;North Carolina State University, Raleigh;Brunel University, U.K., Henley Management College.

  • Venue:
  • Communications of the ACM
  • Year:
  • 2002

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Abstract

Understanding how different cultures use the Net---as well as perceive the same Web sites---can translate to truly global e-commerce.