A CROSS-CULTURAL STUDY OF E-COMMERCE PURCHASING BEHAVIOUR INTENTION: A COMPARISON OF AMERICAN AND CHINESE COLLEGE STUDENTS

E-commerce shopping has been booming since the late 20th century originating from Europe. With the development of globalization, e-commerce shopping demands new research analysis across cultures. This study combines Hofstede's cultural dimension model with the Theory of Planned Behavior model in analyzing college students' purchasing intention differences between China and the U.S. Furthermore, this study summarizes the perceived motivation of college students' online purchasing intentions. Through an online survey method, the valid questionnaires obtained from both American and Chinese college students. The results showed support to most of the proposed hypotheses. However, some unexpected findings revealed that the relationship between attitude and behavioral intention was negatively correlated for interdependent collectivists, which contradicted to the previous result. Theoretical and practice implications were followed to discuss the new insights for future research on cultural aspects of e-commerce.

Grantor dc:publisher

Wake Forest University

Year dc:date.issued

2014

Author dc:creator

• Sun, Meng

• Chinese

Language dc:language.iso

en

Handle dc:identifier.uri

http://hdl.handle.net/10339/39264

OAI identifier oai:identifier

oai:wakespace.lib.wfu.edu:10339/39264