Do Differences in Online Shopping Types Exist? A Cross-Cultural Empirical Comparison in Fashion E-Commerce

摘要

We address the rising need of multinational firms to better understand consumer heterogeneity and differences in online shopping behavior in order to be successful in the highly competitive international e-commerce market. Therefore, the purpose of this paper is to shed light on the question if and how culture affects consumer shopping behavior in the online context. More specifically, we investigate if cross-country differences in online consumer shopping type behavior exist?