A Comparison of American and Indian Consumers' Perceptions of Electronic Commerce

A Comparison of American and Indian Consumers' Perceptions of Electronic Commerce

Craig Van Slyke (University of Central Florida, USA), France Belanger (Virginia Tech, USA) and Varadharajan Sridhar (Management Development Institute, India)
Copyright: © 2005 |Pages: 17
DOI: 10.4018/irmj.2005040102
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Abstract

Electronic commerce is often touted as a global phenomenon. However, most studies of e-commerce have focused on more developed countries. While it is important to understand e-commerce in the context of richer, more developed countries, it also impacts developing countries. Using diffusion of innovation theory, and literature on trustworthiness in e-commerce and dimensions of national culture as theoretical bases, this research investigates how consumers perceive e-commerce differently in India and the United States. Results indicate that Indian and American consumers perceive the relative advantage, ease of use, compatibility, and the demonstrability of results of e-commerce differently. Post hoc analyses reveal there is an association between perceptions of e-commerce and use intentions. This result holds across nationalities, although the pattern of influence differs according to country.

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