Last modified: 2019-05-08
Abstract
Today’s society is becoming the information and communication technology societies, where ICT is responsible for the creation, distribution, and manipulation of information in every aspect of society (Xiang, Magnini, & Fesenmaier, 2015). The following article will present a comparative analysis of one aspect of consumer changes caused by ICT, which is e-commerce between Europe and Asia, using Hofstede’s culture dimensions (Power distance, individualism, masculinity and uncertainty avoidance).
Purpose – to provide a comparative analysis of consumer behavior changes caused by ICT between Europe and Asia.
Research methodology – a synthesis of review of the literature.
Findings – provide insight into the difference in consumer behavior changes caused by ICT, between Europe and Asia and provide the basis for future researches.
Research limitations – future research should include empirical research and study of other solution and other factors that affect consumer behavior.
Practical implications – the practical implication of the article provide a framework for organizations to take into consideration, the difference in consumer behavior between countries when it is targeting their markets.
Originality/Value – no comparative.