Exploring adoption of Internet shopping by individualists and collectivists.

• Main Authors: Wong, Dorren Chai Chian., Yee, Chin Hui.
• Other Authors: Marshall, Roger
• Format: Theses and Dissertations
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::International business::Retail::Computer networks
• Online Access: http://hdl.handle.net/10356/7786
• Institution: Nanyang Technological University

The objective of this study is to explore if individualists and collectivists differ in their Internet shopping attitudes, motivation (utilitarian vs hedonic) and behavior. In addition, the relative importance of hedonic versus utilitarian motivations for the adoption of Internet shopping is investi...