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eBook details

• Title: Comparing Consumers' On-Line Shopping Behaviors in Taiwan and the United States (Report)
• Author : China Media Research
• Release Date : January 01, 2011
• Genre: Language Arts & Disciplines,Books,Professional & Technical,Education,
• Pages : * pages
• Size : 230 KB

Description

Introduction Cross-cultural comparison of consumer behavior is a contemporary research issue in the field of intercultural communication. For example, some scholars attempt to discover how cultural context and work-related cultural values affect consumers' life styles (e.g., Tao, 2006) and decision-making process (e.g., de Mooij, 2004). Recently, due to the emergence of electronic commerce in the global market, researchers (e.g., Gafen & Heart, 2006; Yang, Lester, & Simon, 2007) have begun to study cultural impacts on consumers' on-line shopping beliefs and attitudes in different cultures. Some other researchers (e.g., Cyr, Bonanni, Bowes, & Ilsever, 2005; Huang, Jung, & Salvendy, 2006; Lightner, Yenisey, Ozok, & Salvendy (2002) have focused on comparing consumers' on-line shopping preferences and on-line shopping behaviors in different cultures. For example, Lightner, Yenisey, Ozok, and Salvendy (2002) compared college students' on-line shopping preferences in Turkey and the United States. Huang, Jung, and Salvendy (2006) have built on Lightner et al.'s (2002) study and explored consumers' on-line shopping preferences and behaviors in South Korea. Taiwan has not been studied in these previous studies even though it is a technologically advanced culture. Thus, this study aims to close this gap and bring additional insights about cultural similarities and differences in on-line shopping preferences and behaviors in Taiwan and the United States.

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