Collective Self-Esteem and Online Shopping Attitudes among College Students: Comparison between the U.S. and India

被引：16

作者：

Khare, Arpita ^{[1
]}

Sadachar, Amrut ^{[2
]}

机构：

[1] Indian Inst Management Rohtak, Rohtak, Haryana, India

[2] Iowa State Univ, Apparel Merchandising & Design Program, Ames, IA 50011 USA

来源：

JOURNAL OF INTERNATIONAL CONSUMER MARKETING | 2014年 / 26卷 / 02期

关键词：

Collective self-esteem; online shopping; youth; India; United States;

D O I：

10.1080/08961530.2014.878203

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Online shopping formats have gained popularity in recent years. This research examines (1) differences in online shopping attitudes among American and Indian college students and (2) the influence of collective self-esteem (CSE) on online shopping attitudes of American and Indian college students. Through structural equation modeling, we found that all CSE factors except importance to identity influence online shopping attitude factors such as ease of use, perceived risk, easy to understand, and perceived usefulness in both the cultures. American youths reported significantly higher levels of ease of use, readiness in understanding shopping websites, and perceived usefulness than Indian youth. Perceived risk of using shopping websites was found to worry both U.S. and Indian youth.

引用

页码：106 / 121

页数：16

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