Abstract:

This is a research in progress. Building and extending on a previous research aiming at understanding consumers’ repurchasing decision we will be investigating the role & impact of Culture on consumers purchasing and repurchasing decision. Indeed, selling in cyberspace is very different from selling in physical markets, and it requires a critical understanding of consumer behavior and how new technologies challenge the traditional assumptions underlying conventional theories and models. The data collection of this research project has been conducted in Switzerland. The remainder of our research progress includes testing our research model on Swiss-French and Swiss-German online consumers over two samples of data: 1) A sample of first time buyers; 2) A sample of repeated buyers. Our findings will contribute to academic research but also to practice.