4 Conclusion
B2C diffusion seems to be less affected by global forces and more affected by variables specific to the
national and local environment, such as consumer preferences, retail structure, and local language and cultural
factors. We find that consumer preference for valuable content and concerns for security and privacy are the most
significant factors. In addition, rather than converging around the world, country preferences for local content,
culture, and language differ significantly and shape e-commerce adoption. The existence of dense distribution
networks, which can discourage on-line shopping, but also can provide the infrastructure for creative B2C strategies
is another local factor. B2C models developed in the U.S. have been transplanted or imitated in many countries, but
some of the biggest B2C success stories have been country-specific, such as Japan's i-mode and Korea's on-line
gaming businesses.
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