THE ROLE OF ETHNOCENTRISM IN CUSTOMER BEHAVIOR THROUGH ONLINE PURCHASES

Stefanny Calderón, Melissa Cabezas, Fernando Parrado and Luis Camacho
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Stefanny Calderón: Sergio Arboleda University, Colombia
Melissa Cabezas: Sergio Arboleda University, Colombia
Fernando Parrado: Sergio Arboleda University, Colombia
Luis Camacho: SUNY Empire State College, USA

in ABEM Conference Proceedings from Academy of Business and Emerging Markets (ABEM), Canada, currently edited by Satyendra Singh

Abstract: In the fast-changing world, with the introduction of new technologies, enterprises need to be aware of changing consumer behavior and the new way of purchasing products. Different variables, such as ethnocentrism and e-commerce, can impact this behavior. In order to determine the impact caused by these variables, it is necessary to analyze relevant information to expand our knowledge in this area related to international marketing/business. Therefore, the objective of this study is to establish a relationship between ethnocentrism, consumer behavior, and e-commerce. The research has used a systematic review methodology to achieve its aim. Findings indicate that, during 2005-2019, there were more publications on e-commerce than ethnocentrism or consumer behavior.

Keywords: ETHNOCENTRISM; CUSTOMER; BEHAVIOR; ONLINE; PURCHASES (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:ris:abemcp:023418

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