Linguistic and cultural criteria affecting global e-commerce

• Autor(a) principal: Mohammad, Firouzeh Agha
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10773/34936
• topic: Culture; Language; E-commerce; Trust; Scientometric; Priority criteria

The internet is influencing all aspects of life and the way business is conducted has not been an exception towards these rapid changes. Electronic commerce (e-commerce) has been available for more than two decades. However, there are numerous customers who still resist interacting with e-commerce. Thus, the question has been raised regarding criteria affecting the unwillingness of potential customers, whose extent of willingness varies from one nation to another. The objective of this dissertation is to determine cultural and linguistic criteria influencing the interaction with e-commerce. In this regard, a literature review was first carried out to distinguish these criteria. In brief, cultural criteria were explored based on Hofstede’s cultural theory and dimensions and linguistic criteria were explored based on various forms of forming relations between customers and vendors. Further on, based on the main keywords of “culture”, “language” and “e-commerce” within Web of Science (WoS) core collection, bibliographic records published in this field were gathered. These bibliographic records were further analyzed based on particular scientometric parameters both via WoS analyzer and CiteSpace software. Then, according to the conducted literature review and results obtained regarding the keyword analysis of scientometric study, a questionnaire was designed addressing the range of cultural and linguistic criteria affecting e-commerce. This questionnaire was distributed among community members of University Aveiro. Via the application of a fuzzy Delphi approach, the determined criteria were ranked. It was observed that the respondents value reviews of the product more than other factors. Environmentally friendly delivery services and packaging of products, the state of mind, and the influence of sales and promotion, respectively, occupied the following positions. Further on via IBM SPSS software the data collected from the ranking questions were proven to be random and consequently these results can be expanded to the whole population. Then, within IBM SPSS software, Cronbach's alpha coefficient of these data were calculated. In spite of being between the range of 0 to 1, the obtained amount for this coefficient was calculated to be 0.599 which is less than 0.7 and as a result these data are not reliable. For future work, repeating the distribution of this survey to a larger population to obtain greater reliability is suggested.