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Culture, cognition and e-commerce behavior

Alhammad, M., Gulliver, S., Wiafe, I. and Nakata, K. ORCID: (2013) Culture, cognition and e-commerce behavior. In: 14th International Conference on Informatics and Semiotics in Organisation (ICISO), 25 -27 Mar 2013, Stockholm, Sweden, pp. 113-119.

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Existing research has given little attention to the relationship between culture characteristics and consumer’s internal beliefs particularly in the pre-purchase stage, and how this relationship affects consumer’s purchase decision. This paper considers the theory of cognitive dissonance and its extended model (the 3D-RAB), as a means to study the current distribution of consumer’s pre-purchase cognitive dissonance, which allows us to investigate the effects of culture characteristics on this distribution. Results revealed that individualism versus collectivism and high power distance dimensions, from Hofstede’s cultural model, influence consumer’s pre-purchase cognitive dissonance. These dimensions must be considered in the design of e-commerce website, by tailoring motivational/influences methods and techniques to reflect targeted consumers culture.

Item Type:Conference or Workshop Item (Paper)
Divisions:Henley Business School > Business Informatics, Systems and Accounting
ID Code:31980


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