Impact of culture on online consumer purchase decision Thesis Proposal

Impact of culture on online consumer purchase decision - Thesis Proposal Example The present research has identified that the advent of the internet in the business has significantly transformed the business. Organizations are making constant efforts to win the customer on multiple channels. Immense literature has been developed to explore the impact of different factors on the consumer purchase decision. The increasing role of the internet has led the researchers to explore the factors that play an effective role in driving consumer to transact online. Culture as a factor has received limited attention. Hence, the problem statement for this proposed study is an exploration of the role of culture on the whole in affecting the consumer purchase decision while making an online transaction. The aim of the study refers to the central idea around which the entire study revolves. With this definition at work, the aim of this study is to determine the impact of culture on the purchase decision of the consumer while making an online transaction. With this aim, following objectives are planned to be achieved: In the light of a specific definition of the culture, identification of a specific set of factors that determine the culture. Â  Exploration of the impact of culture on consumer decision-making process. Exploration of the difference in consumer decision making process in online and offline transaction. Exploration of different factors of culture on the online consumer decision making process.