CULTURAL EFFECT ON ELECTRONIC CONSUMER BEHAVIOUR: The Effect of Uncertainty Avoidance on Online Trust for the Egyptian Internet Users
Published: Jan 1, 2005
Abstract
The ubiquitous nature of e-commerce demands an innovative conceptualization of consumer behaviour that responds to various cultural preferences. Culture has been identified as an underlying determinant of consumer behaviour, and this extends to e-commerce. This research investigates this phenomenon for the Egyptian consumer. This research designed a plausible, integrated framework for investigating the target phenomenon, especially for...
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