Cultural aspects of decision-making in online purchases

Empirical studies and e-commerce practice have shown that even in the context of globalization customers still need to feel associated by culture with the seller or the service provider. The aim of this paper is to identify and bring together the main cultural and psychological aspects that influence decision-making in e-purchases. Cultural adaptation has a great potential for improving the efficiency of communication with customers; thus, localization of the e-offer has a positive impact on the customer-seller dialogue. The results of the conducted research show the main cultural aspects, which have to be considered when adapting e-offers to Baltic (Latvia, Lithuania) and Russian markets.