Cultural Aspects of Business-to-Consumer (B2C) E-commerce: A Comparative Analysis of Pakistan and Australia

Publisher:
City University of Hong Kong
Publication Type:
Journal Article
Citation:
The Electronic Journal on Information Systems in Developing Countries, 2014, 61 (2), pp. 1 - 18
Issue Date:
2014-01
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It is generally believed that Business to-Consumer (B2C) e-commerce will help firms to improve productivity to the global market both in developing and developed countries. This study examines the extent of B2C websites communication differentiation on cultural ground. Through a content analysis, Hofstede’s and Hall’s cultural factors were examined in 64 B2C e-commerce websites of Pakistan and Australia. To test for the difference an independent samples t-test was conducted. The results show that B2C websites somehow reflects the cultural environment that surrounds the online buyers. It appears that to influence online buyers to purchase, firms need to develop culturally adapted websites. This study provides some indications that the cultural trend in B2C websites is providing opportunities to business firms to make changes to their market strategies to better trigger their online sale by targeting two different cultures.
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