Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China

Fanke PENG; Ni AN; Alessandra Vecchi

doi:10.4018/978-1-5225-1865-5.ch012

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 Book › Other chapter contribution › peer-review

1 Citation (Scopus)

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 language	English
Title of host publication	Advanced Fashion Technology and Operations Management
Editors	Alessandra Vecchi
Place of Publication	Hershey PA, USA
Publisher	IGI Global
Chapter	12
Pages	277-293
Number of pages	17
ISBN (Electronic)	9781522518662
ISBN (Print)	9781522518655
DOIs	https://doi.org/10.4018/978-1-5225-1865-5.ch012
Publication status	Published - 2017

Publication series

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

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10.4018/978-1-5225-1865-5.ch012

Cite this

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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.",

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Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China. / PENG, Fanke; AN, Ni; Vecchi, Alessandra.
Advanced Fashion Technology and Operations Management. ed. / Alessandra Vecchi. Hershey PA, USA: IGI Global, 2017. p. 277-293 (Advances in Business Information Systems and Analytics (ABISA)).

Research output: A Conference proceeding or a Chapter in Book › Other chapter contribution › peer-review

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AU - AN, Ni

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Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China

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