Online Shopping: A Comparison of New Zealand and Chinese Shoppers
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This research paper provides a comparative analysis of New Zealand and Chinese shoppers’ online shopping behavior. The dissertation examines consumers’ frequency of shopping, with particular focus on the comparison of online shopping behavior by Chinese online shoppers and New Zealand online shoppers. The advent and rise of technology in online shopping has led individuals to be able to undertake almost all their daily shopping needs through the use of online shopping websites. This research attempts to find clarification by proposing the mediating role of social influence between national culture and frequency of shopping online. It is important to provide an examination of the impact of social influence on online shopping behavior. The findings of the research indicate that social influence partially mediates between national culture and frequency of online shopping; that normative and informational social influence mediate frequency of online shopping. Future research can investigate relationships between frequency of online shopping and other factors such as level of trust by online shoppers.