Abstract:

The aim of this paper is to examine how B2C websites features distinguish in cultural context and to investigate how companies can fulfill expectations connected with assessment of e-commerce website quality on example of Polish customers’ experiences. With the increasing diversity of online consumers, the significance of understanding different preferences for online shopping across cultures becomes even more important. This study examine Hofstede’s culture dimensions including: individualism, collectivism, uncertainty avoidance, power distance, masculinity, femininity, short-term and long-term orientation in the context of  their influence on customers’ attitudes towards e-commerce website quality. On example of Polish customers’ experiences the influence of cultural values connected with Hofstede's culture dimensions on B2C websites quality perception have been examined. The paper discusses the influence of different culture dimensions on website quality evaluation and describes the adaptation possibilities of the specific cultural characteristics in B2C websites on example of Polish customers’ experiences. From the results of this study it can be inferred that culture does play a significant role in localization of B2C websites. The findings from this study are consistent with previous studies related to cross-cultural differences in consumers’ preferences regarding to B2C website features, and show the role of cultural influences in the appropriate e-commerce website  design. International e-retailing companies should use findings of this study to develop cultural adapted e-commerce websites. Companies should change the features of their B2C websites and  adopt cultural values depicted in their e-commerce website to sell products online successfully and fulfill customers’ requirements.