Adopting the Technology Acceptance Model (TAM) – perceived usefulness and perceived ease of use (Davis, Bagozzi, & Waeshaw, 1989) and Customer Buying Decision Process (Engel, Kollat, & Blackwell, 1968), this research examines the role of culture in influencing online shopping use, comparing differences across two continents and countries: Britain and China. Qualitative data obtained through the semi-structured focus group interviews was analysed using content analysis, which involves examining the accumulated data for ideas and constructs that have been pre-determined. The TAM held for the U.K. This project also explores whether the relationships hold for the emerging Chinese market.
|Title of host publication||Mobile Commerce: Concepts, Methodologies, Tools, and Applications (3 Volumes)|
|Subtitle of host publication||Concepts, Methodologies, Tools, and Applications|
|Place of Publication||United States|
|Number of pages||16|
|Publication status||Published - 19 Jun 2017|
|Name||Mobile Commerce: Concepts, Methodologies, Tools, and Applications|