| Abstract [eng] |
Part of companies IT budgets dedicated to creating modern e-commerce systems is constantly increasing. Along with positive attitude to implementation of new technologies and e-commerce systems growth of internet users worldwide can be noticed. There are huge cultural differences between different markets, often depending not on geographical reasons, but on historical, ethical and religious aspects also. Although not enough attention is given to affect those cultural differences have on success of e-commerce solutions. Analysis of currently used e-commerce strategy models led to forming a new proposed e-commerce model based on models reviewed in analyzed sources. Four main driving factors were outlined: technology, service, brand and market. Everyone of them is necessary when forming e-commerce strategy. Analysed sources suggest choosing one of these factors as main and keeping other as less important, but necessary components in formulation of e-commerce strategy. Four countries were chosen as best representation of cultural aspects in different regions – USA, China, Russia and Great Britain. Also cultural differences that can have the affect on e-commerce system were identified. It can be noted that in USA big attention is given to time, individuality, fast decision making. There is priority for long lasting relationship and collectivism in China. In Russia reach for being noticed, orientation to Western Culture can be also noticed. In Great Britain time and individualism is valuated. Differences of e-commerce systems were noted while analysing them in different countries. In USA time value can be excluded as one of the core elements. Situation in Great Britain is very similar to USA, but time value is not so highly rated. Two types of e-commerce systems can be defined in Russian Federation – some of them is more Western (USA and Great Britain) style, while others are created in unusual chaotic way and without clear system. High level of interactivity was noticed in Chinese e-commerce systems. That can be associated with high value of collectivism and stable relationship in this country and whole region. New model of forming e-commerce strategy was proposed as a result of cultural differences analysis. Cultural factors are defined in it along with traditional e-commerce forming factors. The proposed model can be used in forming different cultural environments orientated e-commerce strategies. |
