Attitudes Towards Online Shopping Essay

8810 Words Nov 27th, 2013 36 Pages
International Journal of E-Business Development (IJED)

Attitudes toward Online Shopping: A Comparison of Online Consumers in China and the US
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Department of Marketing, Howard University, 2600 6th Street, NW, Washington, DC 20059, USA Department of Marketing, The George Washington University, Funger 301D, 2201 G Street, NW, Washington DC, 20052, USA ^ Department of Marketing, Towson University, Stephens Hall 123, 8000 York Road, Towson, MD 21252, USA 1 gong.gw@gmail.com; 2maddox@gwu.edu; 3rstump@towson.edu market, one that is striving to transform its economy from being manufacturing-based to technology-based. The Chinese government has attached great importance to e-tailing in spurring economic growth and recently has released a
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The findings of this study will guide e-marketers in their design of e-tailing Websites and their underlying information systems so that they can better cater to the needs and lifestyles of online shoppers in different countries. The next section provides a review of the literature relevant to the current study. Following that, we describe our methodology, present the results of our analysis, discuss the implications of these findings and end by tendering recommendations for future research. II. RELEVANT LITERATURE A. Overview of China’s Online Retail Market

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Wen Gong #1, Lynda M. Maddox *2, Rodney L. Stump ^3

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 etailing 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

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