Cultural aspects of decision-making in online purchases

Abstract

Empirical studies and e-commerce practice have shown that even in the context of globalization customers still need to feel associated by culture with the seller or the service provider. The aim of 81 the current paper is to identify and bring together the main cultural and psychological aspects that influence the decision making on e-purchase. Cultural adaptation has a great potential in improving the efficiency of communication with customer, thus, e-offer's localization makes positive effects on customer-seller dialogue. The results of conducted analysis show the main cultural aspects, which have to be considered when adapting e-offers to Baltic (Latvia, Lithuania) and Russian markets.