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

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abstract
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.
subject
Chinese
cultural
marketing
US
contributor
Sun, Meng (author)
Hazen, Michael (committee chair)
Llewellyn, John (committee member)
Roehm, Michelle (committee member)
date
2014-07-10T08:35:28Z (accessioned)
2014 (issued)
degree
Communication (discipline)
10000-01-01 (liftdate)
embargo
forever (terms)
identifier
http://hdl.handle.net/10339/39264 (uri)
language
en (iso)
publisher
Wake Forest University
title
A CROSS-CULTURAL STUDY OF E-COMMERCE PURCHASING BEHAVIOUR INTENTION: A COMPARISON OF AMERICAN AND CHINESE COLLEGE STUDENTS
type
Thesis

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