It is often (implicitly) assumed that e-commerce behavior is similar in countries with a similar culture. Through a study of e-commerce behavior of both, private consumers and company representatives, this paper proves there are actually significant differences in e-commerce behavior between subgroups of such countries. In this study, statistically significant differences are found in the stated appropriateness of different media to find product information, to find a supplier and to make the actual purchase.
Goethals, Frank G.; Leclercq, Aurélie; and Carugati, Andrea
"On the unexpected differences in media usage in purchasing in France and Flanders,"
Systèmes d'Information et Management: Vol. 14
, Article 3.
Available at: http://aisel.aisnet.org/sim/vol14/iss1/3