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The Effects of National Culture on Social Commerce and Online Fashion Purchase Intention

The Effects of National Culture on Social Commerce and Online Fashion Purchase Intention

Sarah Josephine Hepple, Julie A. Dennison
Copyright: © 2017 |Pages: 27
ISBN13: 9781522518655|ISBN10: 1522518657|EISBN13: 9781522518662
DOI: 10.4018/978-1-5225-1865-5.ch011
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MLA

Hepple, Sarah Josephine, and Julie A. Dennison. "The Effects of National Culture on Social Commerce and Online Fashion Purchase Intention." Advanced Fashion Technology and Operations Management, edited by Alessandra Vecchi, IGI Global, 2017, pp. 250-276. https://doi.org/10.4018/978-1-5225-1865-5.ch011

APA

Hepple, S. J. & Dennison, J. A. (2017). The Effects of National Culture on Social Commerce and Online Fashion Purchase Intention. In A. Vecchi (Ed.), Advanced Fashion Technology and Operations Management (pp. 250-276). IGI Global. https://doi.org/10.4018/978-1-5225-1865-5.ch011

Chicago

Hepple, Sarah Josephine, and Julie A. Dennison. "The Effects of National Culture on Social Commerce and Online Fashion Purchase Intention." In Advanced Fashion Technology and Operations Management, edited by Alessandra Vecchi, 250-276. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1865-5.ch011

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Abstract

This chapter investigates the effects of national culture on social commerce and in turn, online fashion purchase intention. Using a deductive approach, hypotheses were developed that sit within the context of shopping for fashion products online. A quantitative research instrument was developed to test for difference between Chinese and British online fashion consumers. Results show that national culture has a significant influence on social commerce engagement, with Chinese participants found to be greatly influenced by their social group when shopping online. The study also found that purchase intention is positively influenced by social commerce engagement across both cultures. As this study argues that global fashion consumers are not homogenous in their shopping habits, fashion brands are advised to acknowledge cultural difference across markets to ensure an optimal shopping experience. Investment in website localisation using local expertise should increase purchase intention in overseas markets.

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