The world economy is becoming increasingly cross‐cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that...

The Internet has become a medium used by consumers worldwide to make purchases and to search for information. One of the characteristics of the internet that make it a unique medium is its global reach. Individuals all over the world can access web sites regardless of where they are hosted....