File(s) not publicly available
Redefining online shopping clusters: a cross-cultural analysis of western demographics, attitudes and behaviour
presentation
posted on 2023-06-08, 12:00 authored by Jan Breitsohl, Tanja Eschweiler, Marv Khammash, Sara ParryContemporary research on cross-cultural segmentation dominantly focuses on Western vs. Eastern marketing comparisons. Moreover, established research on off-line shopping behaviour is largely assumed to hold in an on-line context as well. This paper analyses to what extent Western countries differ in crucial demographic, attitudinal and behavioural on-line shopping patterns. Findings on the three chosen cultures (Germany, the UK and the US) indicate that common international marketing clusters will need reconsideration as consumer attitudes (e.g. Convenience, Value, Trust, Choice), behaviour (e.g. Frequency, Spending volume) and demographics (e.g. Gender, Literacy) significantly differ in supposedly known markets when shopping on-line.
History
Publication status
- Published
Presentation Type
- paper
Event name
European Marketing Academy Annual Conference 2011Event location
Ljubliana, SloveniaEvent type
conferenceEvent date
24-27 May 2011Department affiliated with
- Strategy and Marketing Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2012-07-06Usage metrics
Categories
No categories selectedLicence
Exports
RefWorks
BibTeX
Ref. manager
Endnote
DataCite
NLM
DC