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The Role Of Ethnocentrism In Customer Behavior Through Online Purchases

Author

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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)

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.

Suggested Citation

  • Stefanny Calderón & Melissa Cabezas & Fernando Parrado & Luis Camacho, 2019. "The Role Of Ethnocentrism In Customer Behavior Through Online Purchases," ABEM Conference Proceedings, Academy of Business and Emerging Markets (ABEM), Canada, number 023418, July.
    • Handle: RePEc:ris:abemcp:023418
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