Effects of Cultural Background on Internet Buying Behaviour: Towards a Virtual Global Village?

  • Efthymios Constantinides
  • Carlota Lorenzo
  • Miguel Ángel Gómez-Borja
  • Peter Geurts
Part of the Lecture Notes in Computer Science book series (LNCS, volume 5183)


The article identifies the combined influence of the Web Experience (or online experience) components on the online consumer’s behaviour from three different angles: (1) The relative importance of the online experience factors in choosing an online vendor, (2) the actual effect of these factors on the vendor choice and (3) the influence of personal and behavioural characteristics on the virtual shopping behaviour. The results identify early symptoms of an emerging behavioural convergence among Internet users of different cultures and nationalities, suggesting that cultural and behavioural differences in the physical world could have limited influence on people’s behaviour in the virtual marketplace. This outcome could suggest the emergence of a global virtual village, an issue worth of further scholastic research but also an issue of particular importance for global Web vendors and web site designers.


Web experience Internet Marketing cultural differences buying behaviour Web Marketing marketing strategy 


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Copyright information

© Springer-Verlag Berlin Heidelberg 2008

Authors and Affiliations

  • Efthymios Constantinides
    • 1
  • Carlota Lorenzo
    • 2
  • Miguel Ángel Gómez-Borja
    • 2
  • Peter Geurts
    • 3
  1. 1.School of Management and Governance, Department NIKOSUniversity of TwenteAE EnschedeThe Netherlands
  2. 2.Faculty of BusinessUniversity of Castilla-La ManchaAlbaceteSpain
  3. 3.School of Management and Governance, Departement of Research Methods and Statistics.University of TwenteAE EnschedeThe Netherlands

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