A Cross-cultural Investigation of Consumer E-Transaction:A Comparison of Taiwan and United States College Students
| Autor: | Chiu-Mei Chen, 陳秋美 |
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| Rok vydání: | 2008 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 Globalization and the ubiquitous nature of the Internet facilitate e-commerce activities across nations. Although prior research has analyzed e-commerce in cross-cultural. However, currently there are few studies which include national culture as moderators in the context of TPB (Tan et al., 2007). Moreover, cultural effect on the relationship of attitude-intention remains unclear with conflicting findings from different studies. This study applies a theory of planned behavior (TPB) perspective to capture transaction intentions online in two dissimilar countries — Taiwan and the United States. The major contribution of this paper is to incorporate Hofstede’s (2001) cultural dimensions - individualism/collectivism, power distance, and long/short term orientation - in studying cross-cultural e-commerce adoption. We argue that these cultural differences influence the proposed e-commerce adoption model and moderate its key relationships. The results render support for most of the proposed hypotheses, emphasizing the role of cultural differences on consumer e-commerce transaction intentions. The results support that revealed that individualism appeared to amplify the effects of attitude on online transaction intentions. The relationship between perceived behavioral control and online transaction intentions was stronger by long-term orientation culture. Similarly, social norm was strongly related to online transaction intentions in the Taiwan high power distance culture, but insignificant in the U.S. low power distance society. Finally, we discuss the study’s implications for theory and practice, concluding with several suggestions for future research on cultural aspects of e-commerce. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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