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||Advanced Fashion Technology and Operations Management|
|Place of Publication||Hershey PA, USA|
|Number of pages||17|
|Publication status||Published - 2017|
|Name||Advances in Business Information Systems and Analytics (ABISA)|
PENG, F., AN, N., & Vecchi, A. (2017). Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China. In A. Vecchi (Ed.), Advanced Fashion Technology and Operations Management (pp. 277-293). (Advances in Business Information Systems and Analytics (ABISA)). Hershey PA, USA: IGI Global. https://doi.org/10.4018/978-1-5225-1865-5.ch012