Cultural differences in e-commerce: A comparison between the U.S. and Japan

Kumiko Aoki


The paper presents the characteristics and trends of the Internet and e-commerce in Japan. Then it discusses the results of a content analysis of the top 50 popular Web sites in U.S. and those in Japan conducted in November 1999 and May 2000. This study examines cultural differences in the use of the Web in each country and suggests strategies for global e-commerce.

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