On the unexpected differences in media usage in purchasing in France and Flanders

Authors

Frank G. Goethals, IESEG School of ManagementFollow
Aurélie Leclercq, IESEG School of ManagementFollow
Andrea Carugati, Århus School of Business - DenmarkFollow

Abstract

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.

Recommended Citation

Goethals, Frank G.; Leclercq, Aurélie; and Carugati, Andrea (2009) "On the unexpected differences in media usage in purchasing in France and Flanders," Systèmes d'Information et Management: Vol. 14: Iss. 1, Article 3.
Available at: https://aisel.aisnet.org/sim/vol14/iss1/3