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Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study
The objective of this research is to investigate how cultural differences affect consumers’ online purchase behavior. We reviewed the recent literature on cross-cultural studies on online behavior and building on Hofstede’s theory of cultural dimensions and the theory of planned behavior (TPB), we d...
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| Publicado no: | Ital. J. Mark. |
|---|---|
| Main Authors: | , , , , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Springer International Publishing
2021
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| Assuntos: | |
| Acesso em linha: | https://ncbi.nlm.nih.gov/pmc/articles/PMC8026092/ https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1007/s43039-021-00022-z |
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