E-Shopping Patterns of Chinese and US Millennials |
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| Authors: | Brian F Blake Kimberly A Neuendorf Richard J LaRosa Yang Luming Karen Hudzinski Yanying Hu |
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| Institution: | 1. Department of Psychology, Cleveland State University, Cleveland, Ohio, USA;2. School of Communication, Cleveland State University, Cleveland, Ohio, USA;3. Business &4. Economics Department, California University of Pennsylvania, California, Pennsylvania, USA;5. Tourism Management School, Yunnan University, Kunming, China;6. Market Research—Customer Engagement, Macy’s Marketing, New York, New York, USA;7. Economics &8. Management College, National Forestry University, Harbin City, China |
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| Abstract: | A conceptually based taxonomy of 22 distinct forms of e-shopping vehicles is proposed. A modification of the UTAUT and UTAUT2 models is introduced to explain how vehicles are interrelated in regard to consumer reliance upon them for their e-purchasing. A survey of over 1,000 millennial university students, 697 Chinese and 306 US, revealed strong support in both samples for the hypothesized six dimensional pattern underlying consumer vehicular reliance. Further, differences between Chinese and US samples lay not in the nature of the dimensions, but rather in the strength of reliance upon each dimension. Thus, the study demonstrates the utility of the concept/measure of shopper vehicular reliance, VPR (Vehicle Purchasing Reliance) for both practitioners and scientists. In cross-national comparisons, observed differences between samples in strength of reliance supported four of five hypotheses predicated on previously established national distinctions a) in trust and b) in the cultural value of individualism-collectivism. |
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| Keywords: | China–US millennial differences dimensions of shopping vehicle reliance E-shopping e-shopping vehicles online vehicle purchasing reliance technology adoption UTAUT UTAUT2 |
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