Abstract
It is through (successful) communication that consumers, all over the world, are persuaded to initiate the buying-process online. However, consumers differ in their perception of trust and privacy online. This presentation explores cultural differences between on-line consumers from Asia and Europe. This cross-cultural comparison of online consumer behavior not only enables us to establish the diverse preferences as such, but also to explain the dynamic changes through the underlying causal factors of privacy and trust in successful transactional selling online.
| Original language | English |
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| Pages | 4 |
| Publication status | Published - 2018 |
| Event | The IEEE 12th International Conference on Application of Information and Communication Technologies / AICT 2018 - Almaty, Kazakhstan Duration: 17 Oct 2018 → 19 Oct 2018 Conference number: 12 http://www.aict.info/?csc=2018 |
Conference
| Conference | The IEEE 12th International Conference on Application of Information and Communication Technologies / AICT 2018 |
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| Abbreviated title | AICT 2018 |
| Country/Territory | Kazakhstan |
| City | Almaty |
| Period | 17/10/18 → 19/10/18 |
| Internet address |
Keywords
- Trust
- Privacy
- E-commerce