Cross-Cultural Study of Online User Behavior in Fashion E-Commerce

A Comparison of Britain and China

Fanke PENG, Ni AN, Alessandra Vecchi

Research output: A Conference proceeding or a Chapter in BookChapter

Abstract

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.
Original languageEnglish
Title of host publicationAdvanced Fashion Technology and Operations Management
EditorsAlessandra Vecchi
Place of PublicationHershey PA, USA
PublisherIGI Global
Chapter12
Pages277-293
Number of pages17
ISBN (Electronic)9781522518662
ISBN (Print)9781522518655
DOIs
Publication statusPublished - 2017

Publication series

NameAdvances in Business Information Systems and Analytics (ABISA)
ISSN (Print)2327-3275
ISSN (Electronic)2327-3283

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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