Development of ICT: conceptual comparative analysis of consumer behavior in Europe and Asia

Abstract

Today’s society is becoming the information and communication technology societies, where ICT is responsible for the creation, distribution, and manipulation of information in every aspect of society (Xiang, Magnini, & Fesenmaier, 2015). The following article will present a comparative analysis of one aspect of consumer changes caused by ICT, which is e-commerce between Europe and Asia, using Hofstede’s culture dimensions (Power distance, individualism, masculinity and uncertainty avoidance). Purpose – to provide a comparative analysis of consumer behavior changes caused by ICT between Europe and Asia. Research methodology – a synthesis of review of the literature. Findings – provide insight into the difference in consumer behavior changes caused by ICT, between Europe and Asia and provide the basis for future researches. Research limitations – future research should include empirical research and study of other solution and other factors that affect consumer behavior. Practical implications – the practical implication of the article provide a framework for organizations to take into consideration, the difference in consumer behavior between countries when it is targeting their markets. Originality/Value – no comparative.