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Guest editorial on cultural issues in global e-commerce diffusion, adoption and use

It gives us great pleasure to welcome you to this special issue of DATA BASE for Advances in Information Systems, the focus of which is on "Cultural Issues in Global E-commerce Diffusion, Adoption and Use."
 Electronic (e)-commerce is expanding at a rapid rate, with the online population approaching almost one and a half billion, and global online revenues being measured in trillions of dollars. This global expansion of e-commerce represents growth opportunities for businesses worldwide. However, one of the obstacles for companies attempting to extend their e-business internationally is to understand global consumers and overcome cultural barriers and language differences on the web (Singh and Pereira, 20051; Violino, 20012). Many companies are realizing that building an e-commerce website to suit an international audience is a more complex endeavor than they expected (Sheldon and Strader, 20023). As companies set up their global e-businesses, it is important for them to understand, what global trends are facilitating the rise of the web, what cultural factors influence consumer use of international websites, what motivates global consumers to make purchases at international websites, and what cultural barriers exist to diffusion and adoption of e-commerce.
 This Special Issue of DATA BASE aims to advance the knowledge on the role of national culture in global e-commerce expansion. More specifically, it aims to address issues related to the impact of national culture on macro-level issues related to diffusion and adoption of ecommerce, and micro-level issues related to web site localization, international web site usage, and global online consumer behavior. The Special Issue has solicited theoretical, conceptual, and empirical studies that are inter-disciplinary in nature, as global e-commerce research is not just emerging as an important area of study in the information systems domain, but also in marketing, international business, linguistics and other disciplines.