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Culture and E-Commerce; A Case Study for Cyprus

Vasso Stylianou, Leantros Kyriakoullis, Andreas Savva

• Department of Computer Science, School of Sciences, University of Nicosia P.O. Box 24005, 1700 Nicosia, Cyprus, stylianou.v@unic.ac.cy

Abstract

This is a study of culture in relation to e-commerce behaviour using Hofstede’s theory on cultural dimensions and country clusters. The main objective of the current project is to provide a longitudinal view of how national culture affecting the use of e-commerce has changed over a six year period (2005-2011) by replicating a 2005 study and comparing the results. Findings suggest that there have been some changes towards individualism while at the same time there is an increase in the uncertainty avoidance of e-commerce users in Cyprus.

Keywords

Culture; E-Commerce; Hofstede

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