Abstract. On-line retailers have to decide whether to standardize or adapt their marketing strategy to the foreign consumer markets. The objective of this article is not only to locate differences in on-line shopping behavior between English, Italian, and Chinese consumers, but also to explain these differences, through cultural dimensions. A discriminant analysis was conducted on English, Italian and Chinese consumers, based on eighteen behavioral variables, to illustrate the effect that a change of culture would have on a consumer’s on-line shopping behavior. The behavioral variables were classified in a descending lexicographic order of their discriminating power, between these cultures. After running the discriminant analysis, a factorial analysis of the eighteen behavioral describers was also run, to organize the latter into a smaller number of factors that are mutually exclusive, and very exhaustive. Factorial analysis identified five distinct factors that point out differences between the three countries, underlining that on-line retailers cannot duplicate abroad their home marketing strategy, because the needs e-shoppers wish to fulfill diverge between these markets
