Kyootai Lee
ABSTRACT
Understanding cultural divergence and issues related to it are vital for enhancing international business. With the global reach of Internet, it is important to study consumer behavior across cultures related to online shopping. As part of an ongoing research project, this study identifies a model of online consumer satisfaction, and aims to empirically investigate the model in the context of three different cultures, namely the UK, United States, and South Korea. An integrated model developed by Lee and Joshi (2006b) is adopted to empirically test the differences in antecedent influences on online consumer satisfaction. The model relies on literature and theoretical foundations provided by psychology, marketing, and MIS literature.
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Index Terms
- Understanding multicultural differences in online satisfaction
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