期刊名称：International Journal of E-Business Development
印刷版ISSN：2225-7411
电子版ISSN：2226-7336
出版年度：2012
卷号：2
期号：1
语种：English
出版社：World Academic Publishing
摘要：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.
关键词：Chinese Online Consumers; American Online Consumers; Internet Shopping; B2C Electronic Commerce; Online Shopping Attitudes
