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Understanding multicultural differences in online satisfaction

Published: 19 April 2007 Publication History

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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    cover image ACM Conferences
    SIGMIS CPR '07: Proceedings of the 2007 ACM SIGMIS CPR conference on Computer personnel research: The global information technology workforce
    April 2007
    246 pages
    ISBN:9781595936417
    DOI:10.1145/1235000
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    Published: 19 April 2007

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    Author Tags

    1. South Korea
    2. United Kingdom
    3. United States
    4. consumer satisfaction
    5. cultural differences
    6. internet
    7. online consumer satisfaction model
    8. online shopping

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