On the unexpected differences in media usage in purchasing in France and Flanders

Abstract

It is often (implicitly) assumed that e-commerce behavior is similar in countries with a similar culture. Through a study of e-commerce behavior of both, private consumers and company representatives, this paper proves there are actually significant differences in ecommerce behavior between subgroups of such countries. In this study, statistically significant differences are found in the stated appropriateness of different media to find product information, to find a supplier and to make the actual purchase.