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)|
|Place of Publication||United States|
|Number of pages||16|
|Publication status||Published - 2018|
Peng, F., AN, N., & Vecchi, A. (2018). Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China” (Reprint). In M. Khosrow-Pour (Ed.), Mobile Commerce: Concepts, Methodologies, Tools, and Applications (3 Volumes) (pp. 1163-1178). IGI Global. https://www.igi-global.com/chapter/cross-cultural-study-of-online-user-behavior-in-fashion-e-commerce/183333