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, France Belanger, Varadharajan Sridhar
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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