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Every International or global retailer should take under consideration the local culture and the oddities which come along if the key aspect is the success (Nakata and Sivakumar, 1996;). Major researchers focused on the miscarriage of expansion plans because of the differences in culture (Ricks, 1993). If a firm is up to an entry in another country, nation or ethnos there is an extra need for studying the cultural differences based on a marketing approach (Steenkamp, 2001). There is not really a totally accepted method for the definition and the rating of the cross cultural oddities.

Hofstede (1980) focused on five elements the power distance, the individualism versus collectivism, masculinity versus femininity, uncertainty avoidance and long term versus short term orientation while he was trying to spot the oddities between the nations. A lot of criticism upon Hofstede's methods (Triandis et al., 1990; Yeh, 2005) left space for other models to be proposed (Schwartz 1994, Scwartz and Ros, 1995; Trompenaars, 1993). The hofstede's model has been used mainly by academics and for use as a guide to cultural studies (Sivakumar and Nakata, 2001).

The researchers concluded several studies and described the adjustments on the cultural oddities and local idiosyncrasies of the brands, web site design etc., essential for succeeding (Usunier, 1996; Herbig, 1998;Mooij de, 2003b).Moreover, because of the differences of the Greek Culture any online apparel retailer who wish to approach the Greek consumers may emphasize in the Hofstede's model (Zahir et al, 2002).

Through the study of the Zahir et al., was clear the connection between the Hoftsede's elements and the differences of the web site design in other countries than the origin. In addition, Kumar and Baack (2005) declared that the Internet sites represent the ethic and cultural values of their native countries.

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Many researchers published several studies and identified the following main categories of risk which may affect in some of the cases the purchase intention: economic, social, time, performance and emotional risks (Kim and Lennon, 2000; Shimp and Bearden, 1982; Garner, 1986). The economic risk is the belief that our purchase may lead to a money loss or to a product malfunction (Garner, 1986). The social risk is the belief that the product we have purchased will not be accepted by our friends or by our family (Dowling and Staelin, 1994). Time risk express the belief that the time or the effort spent for concluding a purchase may be wasted if the goods need to be repaired or replaced (Bauer, 1967). The performance risk is about the functionality of the product and the expectations of the purchaser (Kim and Lennon, 2000). The emotional risk refers to the behavioral problems that will arise next to any purchase of problematic products (Jacoby and Kaplan, 1972). Roselius (1971), mentioned as well the physical risk which describes the dangers (health or safety) which may occur by using a product.

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