Cultural analysis of factors affecting customers’ online shopping behavior in Finland and Morocco
The study relies on UTAUT model to conduct a confirmatory factor analysis to understand the factors influencing the Moroccan and Finnish people in adopting online shopping. Then, it uses Hofstede theory to understand the relationship strength between the different variables. In this study, a total...
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| Format: | Dissertation |
| Language: | English |
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University of Oulu
2013
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| Online Access: | http://urn.fi/URN:NBN:fi:oulu-201311261929 http://nbn-resolving.de/urn:nbn:fi:oulu-201311261929 |