Shopping behaviour and preferences in e-commerce of Turkish and American university students: implications from cross-cultural design

Abstract

With internationalization of commerce and business and with increased use of e-business and c-commerce, it is important to ensure that these systems can be effectively utilized across cultural boundaries. To increase effectiveness, appropriate changes and modifications in the systems may be required. With this in mind, a survey of 300 Turkish university students was undertaken to assess their on-line shopping and behaviour preferences, and these were compared with the results derived from 64 US university students. The results provide guidelines for specific design of features for the Turkish population that may not be necessary for the US population.