Cultural Face of E-commerce:Armenian and Dutch Online Consumers

One of the restrictions of online shopping is that buyers cannot actually see, taste and try the product. This increases the importance of availability of product information in a web shop. This study investigated cultural differences and the effect of product information on online shopping. The assumption was that consumers of collectivistic (high-context) cultures prefer experiential and explicit information, whereas members of individualistic cultures (low-context) prefer factual and implicit information. Armenian and Dutch consumers were representatives of collectivistic and individualisti... Mehr ...