Cultural Differences Identification and its Effect on E-Service Quality Perception

Cultural differences are one of many forces influen cing consumer decision making and the effect of cul tural differences on the development and use of informati on and communication technologies. As different companies are not taking their business outside geo graphic boundaries, the global activities are opene d to a large degree via current communication and information technologies. The aim of the study is to determ ine the cultural differences identification and its eff ect on E-service quality perception. A quantitative research design was adopted to collect data. Multiple regres sion analysis method was used to conduct this study . The findings of the study will contribute to both theor y and practice. The results of this study have impo rtant contributions and implications for practitioners an d policy-makers. This study contributed to the fiel d of service quality expectations relationship with onli ne shopping in the context of developing countries. It also examined the impact of culture on the service quali ty consumer expectations.