Conceptualising the Dynamics of Globalisation and Culture in Electronic Commerce

Electronic commerce implies global reach, increased connectivity and interdependence, and technological advancement across cultural boundaries. Development of these aspects, however, has not occurred in an even manner. Online consumers, at different levels of technical maturity and cultural homogeneity, interact to create new cultural forms or "zones". These zones occur simultaneously in different directions, with different densities and at different speeds with largely unpredictable consequences. This paper produces a unique framework based upon this concept. We use this to understand the actions of the online consumer, analyse some previous thinking on EC, and develop some potential business responses to this concept.