International Trends & Issues
Since years, e-business research is subject of many conferences and publications. While researchers and practitioners often focus on e-business systems and applications, so far little attention has been given to the development of innovative and sustainable e-business models and solutions. This publication fills this gap by discussing the following key issues: What are challenges and opportunities for international e-business? What are the barriers and risks for companies implementing e-business models? How can they succeed in the long-term? In this context, this publication provides in-depth studies of consumer needs, cultural requirements as well as conditions of economic efficiency and successful implementation of e-business solutions. It is intended for e-business novices as well as advanced researchers and practitioners.
The Perceived Usefulness of Personalized Product Information on B2C E-Commerce Websites and the Moderating Effect of National Culture (Werner Quint / Bastian Eine)
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The Perceived Usefulness of Personalized Product Information on B2C E-Commerce Websites and the Moderating Effect of National Culture
Werner Quint, Bastian Eine
Abstract: Today, B2C e-commerce websites integrate services that seem to be personally tailored to a certain customer, for example recommender systems, personal shopping lists, customer-specific assortments, customization, adaptive web sites, or comprehensive checkout support. This personalized product information is obtained by tracking, gathering, mining, and analyzing data to identify consumers and to customize their interaction with companies’ products, services, or websites. But despite the convenience of online shopping and advantages of personalized product information, research has also shown that privacy, security, and trust play an important role in B2C e-commerce. Hence, this article proposes to analyze the influence of privacy concerns form personalization on perceived usefulness of personalized product information on B2C ecommerce websites. Also, this article suggests to incorporate cultural dimensions as a moderating effect to investigate whether culture has an influence on the relationship between these concepts. The results of a study should support the negative relationship between privacy concerns from personalization on perceived usefulness of personalized product information on B2C ecommerce websites. Further, there should be an influence on this relationship depending on the culture of the respondents. Overall, the results of this research should indicate a need to consider the influence of national culture when offering personalized product information on B2C e-commerce websites.
Keywords: personalized product information, privacy, culture, B2C e-commerce.
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