Abstract

Today’s society is becoming the information and communication technology societies, where ICT is responsible for the creation, distribution, and manipulation of information in every aspect of society (Xiang, Magnini, & Fesenmaier, 2015). The following article will present a comparative analysis of one aspect of consumer changes caused by ICT, which is e-commerce between Europe and Asia, using Hofstede’s culture dimensions (Power distance, individualism, masculinity and uncertainty avoidance). Purpose – to provide a comparative analysis of consumer behavior changes caused by ICT between Europe and Asia. Research methodology – a synthesis of review of the literature. Findings – provide insight into the difference in consumer behavior changes caused by ICT, between Europe and Asia and provide the basis for future researches. Research limitations – future research should include empirical research and study of other solution and other factors that affect consumer behavior. Practical implications – the practical implication of the article provide a framework for organizations to take into consideration, the difference in consumer behavior between countries when it is targeting their markets. Originality/Value – no comparative.

Highlights

  • The rapid development of ICT generated a series of changes in dynamics and structures for all industries (Fortuna & Mihaela, 2016)

  • Today’s society is becoming the information and communication technology societies, where ICT is responsible for the creation, distribution and manipulation of information's in every aspect of society

  • The research used in this article is a comparative analysis of synthesis of review of the literature on e-commerce consumer behavior changes, that were retrieved from seven databases (Web of Science, Emerald, ScienceDirect, Wiley, Taylor and Francis, Sage and Google Scholar) indexing scholarly journals on Hofstede and consumer change research

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Summary

Introduction

The rapid development of ICT generated a series of changes in dynamics and structures for all industries (Fortuna & Mihaela, 2016). Today’s society is becoming the information and communication technology societies, where ICT is responsible for the creation, distribution and manipulation of information's in every aspect of society. Whether it is social, economic or cultural. ICT affects all aspects of human society such as health, education, and economics. Information and communication technology are becoming an essential part of people’s life. The growth and access of the internet have changed and shifted the use of information-oriented industries such as online

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