The Impact of Online Marketing across various Cultures in the UK

By

ACKNOWLEDGEMENT

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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ABSTRACT

The websites of global brands are still facing various issues and problems, a few of which are due to the differences in culture displayed over website i.e. British websites only take into account the characteristics of people belonging to Britain. This study will attempt to expand on the existing literature by examining the impact of differences in culture around the globe and the varying behaviour of consumers on the web with the intension of online shopping, thus, significantly impacting the attitude towards online retail fashion shopping in relation with the firms operating in UK. The results of the current study suggest that in Internet shopping, trust is not only dependent on the relationship between the Internet merchant and the consumer but also between the consumer and the computer system through which the transactions take place. This study also indicates that in the absence of face-to-face interaction, consumers rely on their perceptions of the risk, security protection, reputation, and size of the Internet merchant. , the results of this study will be useful for the researcher investigating the consumer attitudes towards online retailing as well as the designs of the web, as it helps in better definition of the characteristics of the media and the important components of design web pages that helps in attracting the customers. On the other hand, it is hoped that this research will lead to projects of future research for examining more closely the behaviour of different types of web behaviour of customers and their preferences based on different cultures.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 01: INTRODUCTION1

Background1

Motivation for the Research2

Research Questions2

Aims and Objectives3

Justification3

Research Validity5

Ethical Considerations5

Credibility6

CHAPTER 02: LITERATURE REVIEW7

E-commerce Development and Online Business7

Concepts8

Culture and Trust11

Trust in Online Retailing14

Problems for Online Businesses17

Perceptions about the Internet merchant17

Perceived trustworthiness of Internet Merchant19

Perceived privacy and security protection19

CHAPTER 03: METHODOLOGY21

Research Design21

Pitfalls and Problems21

Rationale for a Qualitative Study22

Literature Search22

Methodology23

Role of the Researcher23

Researcher Bias23

Reliability24

CHAPTER 04: DISCUSSION25

Case of Nike25

Evolution Online Markets28

Cultural Influence28

Appeals and Dimensions of Cultural Values29

CHAPTER 05: CONCLUSION31

Limitations and Implications for Future Research32

REFERENCES36

CHAPTER 01: INTRODUCTION

Background

There has been a strong impact of Internet development on worldwide marketing techniques and environment. There has also been interest developed among different firms, regarding the traditional stores of mortar and bricks and such organisations ...