Online Shopping Behavior in Cross-cultural Context: An Empirical Research in China

摘要：

　　As a newly evolved emergence from e-business, social commerce has attracted increasingly attention from both researchers and practitioners.Distinguished from the majority of extant research paradigm, the current empirical study extends social commerce research into cross-cultural context and unveils the underlying mechanism through which two dimensions of social media usage (informational and socializing) impact users intention to purchase on social commerce websites, thereby facilitating online shopping behaviors.In addition, the research demonstrates the role of cultural distance as a boundary condition attenuating the positive effects of social media usage in cross-cultural social commerce application.Research implications and limitations for future venues are also discussed.

关键词： Social media usage intention to purchase online shopping behavior cross-cultural context

作者: Shangui Hu Jiashu Liu Guoyin Wang

作者单位: School of Business, Anhui University of Technology,Maanshan, Anhui, 243002, China

会议类型: 国际会议

会议名称: The Eighteenth Wuhan International Conference on E-Business(第18届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 388-395

在线出版日期: 2019-05-24（万方平台首次上网日期，不代表论文的发表时间）