Paper
Attitudes toward Online Shopping: A Comparison of Online Consumers in China and the US
- Authors:
- Wen Gong; Lynda M. Maddox; Rodney L. Stump
- Abstract
- As online shoppers become progressively global and multicultural, more cross-cultural research is called for to better understand online consumers’ purchase behaviour. Based on the diffusion of innovation theory, literature on perceived risk in e-tailing and theories of national culture, this research investigates the perceptions of online consumers in China and the U.S. toward online shopping. A total of 503 Chinese consumers participated in a nationwide Internet survey in China and the results were compared to the data revealed by Pew Internet & American Life Project. Findings indicate that Chinese and American consumers hold significantly different perceptions regarding the relative advantage, ease of use, and risk of shopping on the Internet.
- Keywords
- Chinese Online Consumers; American Online Consumers; Internet Shopping; B2C Electronic Commerce; Online Shopping Attitudes
- StartPage
- 28
- EndPage
- 35
- Doi