Abstract:
Business to Consumer (B2C) e-commerce becomes more composite with the emerging growth of web services. Buyer expectations are often not taken into consideration in global and local B2C e-commerce sites. Serviceability has made its approach into the e-commerce mainstream and emphases on how the web designers have developed their role to understand buyer’s actions of purchasing, trust and accessibility to accommodate evolving business process. For a B2C e-commerce website to engage online-buyers across cultures, designer should not ignore the cultural issues, buyers experience and cognitive behavior. This study is proposing a conceptual framework that describes the importance of serviceable e-commerce practices that connect web accessibility and social network services in cross-culture B2C e-commerce sites.
