Cross-Cultural Pragmatics in Global E Commerce

This study explores the overarching factors that influence e-commerce adoption across
countries to understand how culture interweaves the determinants. Specifically, it examines
the crucial online experiences related to logistics service quality (LSQ) and payment driver
(PD). Employing a grounded theory approach, interviews were conducted with 41
respondents from Morocco. Secondary data from the US, China, and South Korea were
utilised for comparative analysis. The results indicate greater diversity in PD determinants
compared to those in LSQ across these countries. This empirical study provides insight into
designing effective e-commerce experiences for emerging markets with diverse cultural
backgrounds. The dynamic landscape of E-Commerce, specifically focusing on online
shopping preferences, satisfaction levels, and predictive roles in adoption and usage. The
study reveals a significant association between individualism-collectivism and online
shopping preferences in Coimbatore, emphasizing the impact of cultural dimensions. Two
Way ANOVA results show significant variations in e-commerce satisfaction levels across
different cultural backgrounds, while regression analysis challenges the hypothesis,
indicating the predictive significance of cultural factors in adoption. Overall, this research
contributes valuable insights for businesses navigating diverse global markets in the realm
of E-Commerce.
Keywords:
Cross-Cultural, E-Commerce, Consumer Behaviour, Cultural Dimensions