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Association between expansion level and regional culture: An e-commerce view

Gomes ARV;
Hein N;
Kroenke A

Adhmir Renan Voltolini Gomes

Nelson Hein

Adriana Kroenke


Keywords

Region differences
Cultural dimensions
Expansion Level
E-commerce sellers
E-commerce customers

Abstract

This study aims analysis the association between regional culture and Expansion Levels in e-commerce business. This study was designed through an archival approach, and the data has information on 3,065 e-commerce sellers with 100,000 customer purchase orders. We use the regional cultural dimensions of Hofstede et al. (2010) for electronic sellers and the averages of the cultural dimensions of their respective customers. Therefore, to describe the association, we use a machine learning technique, a decision tree, to predict the level of regionalization. The findings described the importance of the long-term orientation dimension. In all decision tree models, this dimension was the most important, as it was decisive for dividing e-commerce sellers into low and high Expansion Levels. Moreover, other dimensions were also relevant. For example, power distance was also highlighted in models that considered the characteristics of customers or sellers only. The sample is only limited to a small business that needs support to develop their sales. The implication of these results is based on how the expansion of e-commerce can be associated with cultural dimensions. And yet, it is noted that the characteristics of the customers were more important to predict the Expansion Level since it obtained the smallest error.

 

DOI:https://doi.org/10.56238/Connexpemultidisdevolpfut-054


Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Copyright (c) 2023 Adhmir Renan Voltolini Gomes , Nelson Hein , Adriana Kroenke

Author(s)

  • Adhmir Renan Voltolini Gomes
  • Nelson Hein
  • Adriana Kroenke