Another limitation of the reviewed literature is the
lack of cross-cultural research. There is no single crosscultural
research. The majority of the studies are conducted
in the U.S. and the number of studies conducted in
Asian countries has risen in recent years. However, there
is a common assumption regarding the homogeneity of
online consumer behavior. Cross-cultural research, in
which culture is added as a moderating variable, should be
conducted in order to assess cultural variance or invariance
in online consumer behavior relative to website
design effects.