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An Investigation Of Online Navigation Patterns Of Consumers Across Cultures, Kamlesh Tiwari

Theses and Dissertations

Researchers have been interested in understanding the online purchase intentions of consumers. It’s interesting to see why consumers differ in the way they navigate the Internet. However, it’s still not very well explored as to what role a country's cultural variables play in online purchase behavior of its users. The goal of this dissertation is to identify the determinant variables of online buying behavior of users from different cultural environments. Hofstede's cultural dimensions are used to understand some of the differences. This study also conceptualizes attitudes toward search on mobile devices vs. desktops. The search behavior on mobile devices is …