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Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China

Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China

Fanke Peng, Ni An, Alessandra Vecchi
Copyright: © 2017 |Pages: 17
ISBN13: 9781522518655|ISBN10: 1522518657|EISBN13: 9781522518662
DOI: 10.4018/978-1-5225-1865-5.ch012
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MLA

Peng, Fanke, et al. "Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China." Advanced Fashion Technology and Operations Management, edited by Alessandra Vecchi, IGI Global, 2017, pp. 277-293. https://doi.org/10.4018/978-1-5225-1865-5.ch012

APA

Peng, F., An, N., & Vecchi, A. (2017). Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China. In A. Vecchi (Ed.), Advanced Fashion Technology and Operations Management (pp. 277-293). IGI Global. https://doi.org/10.4018/978-1-5225-1865-5.ch012

Chicago

Peng, Fanke, Ni An, and Alessandra Vecchi. "Cross-Cultural Study of Online User Behavior in Fashion E-Commerce: A Comparison of Britain and China." In Advanced Fashion Technology and Operations Management, edited by Alessandra Vecchi, 277-293. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-5225-1865-5.ch012

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Abstract

Adopting the Technology Acceptance Model (TAM) – perceived usefulness and perceived ease of use (Davis, Bagozzi, & Waeshaw, 1989) and Customer Buying Decision Process (Engel, Kollat, & Blackwell, 1968), this research examines the role of culture in influencing online shopping use, comparing differences across two continents and countries: Britain and China. Qualitative data obtained through the semi-structured focus group interviews was analysed using content analysis, which involves examining the accumulated data for ideas and constructs that have been pre-determined. The TAM held for the U.K. This project also explores whether the relationships hold for the emerging Chinese market.

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