Cultural Differences Identification and its Effect on E-Service Quality Perception

Abstract

Cultural differences are one of many forces influencing consumer decision making and the effect of cultural differences on the development and use of information and communication technologies. As different companies are not taking their business outside geographic boundaries, the global activities are opened to a large degree via current communication and information technologies. The aim of the study is to determine the cultural differences identification and its effect on E-service quality perception. A quantitative research design was adopted to collect data. Multiple regression analysis method was used to conduct this study. The findings of the study will contribute to both theory and practice. The results of this study have important contributions and implications for practitioners and policy-makers. This study contributed to the field of service quality expectations relationship with online shopping in the context of developing countries. It also examined the impact of culture on the service quality consumer expectations.