Redefining Online Shopping Clusters: A Cross-Cultural Analysis of Western Demographics, Attitudes and Behaviour

Breitsohl, Jan, Eschweiler, Tanja, Khammash, Marv and Parry, Sara (2011) Redefining Online Shopping Clusters: A Cross-Cultural Analysis of Western Demographics, Attitudes and Behaviour. In: European Marketing Academy Annual Conference 2011, 24-27 May 2011, Ljubliana, Slovenia.

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Abstract

Contemporary 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.

Item Type: Conference or Workshop Item (Paper)
Keywords: Cross-Cultural Marketing; Internet Shopping; Attitude
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences
Depositing User: Janet Snow
Date Deposited: 06 Jul 2012 11:26
Last Modified: 19 Sep 2016 13:33
URI: http://sro.sussex.ac.uk/id/eprint/39964
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