Cultural aspects of decision making on online purchase

Guseva, Natalija

Use this URL to cite this publication: https://hdl.handle.net/20.500.14911/139402

Cultural aspects of decision making on online purchase

Details

Publication Type (CRIS)

Straipsnis recenzuojamoje užsienio konferencijos medžiagoje / Article in peer-reviewed foreign conference proceedings (P1g)

Publication Type (eLABa)

Straipsnis recenzuotame konferencijos darbų leidinyje / Article published in peer-reviewed conference proceedings (P1d)

Author(s)

Title

Cultural aspects of decision making on online purchase

[en]

Natalija Guseva

Is part of

GBC: Global Business Conference 2012 proceedings: To standartize or not to standartize? September 19-22, 2012, Zadar and Solaris, Croatia

Published In

Year	Start Page	End Page
2012	91	103

Publisher

Solaris : Innovation Institute

Extent

p. 91-103

URI

URI
https://hdl.handle.net/20.500.14911/139402

Cited references

Science / Art Area

Socialiniai mokslai / Social sciences (S)

Field of Science / Art

Vadyba / Management (S003)

Keywords (en)

Abstract (en)

Empirical studies and e-commerce practice have shown that even in the context of globalization customers still need to feel associated by culture with the seller or the service provider. The aim of 81 the current paper is to identify and bring together the main cultural and psychological aspects that influence the decision making on e-purchase. Cultural adaptation has a great potential in improving the efficiency of communication with customer, thus, e-offer's localization makes positive effects on customer-seller dialogue. The results of conducted analysis show the main cultural aspects, which have to be considered when adapting e-offers to Baltic (Latvia, Lithuania) and Russian markets.