The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain
Abstract
In order to increase their markets, many companies are starting e-commerce internationalization processes that involve dealing with cultural differences among countries. Although most firms start internationalization strategies to similar countries, previous research has mainly focused on understanding expansion to countries with a great cultural distance. This study analyzes the relevance of culture in the formation of e-loyalty intentions in...
Paper Details
Title
The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain
Published Date
Oct 1, 2015
Volume
18
Issue
4
Pages
275 - 292
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