E-Commerce Purchase Intention in Emerging Markets: The Influence of Gender and Culture

Rigas, Dimitrios and Riaz, Nazish (2015) E-Commerce Purchase Intention in Emerging Markets: The Influence of Gender and Culture. In: 7th International Conference, CCD 2015, Held as Part of HCI International 2015, 2-7 Aug 2015, Los Angeles, USA.

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Abstract

Abstract. This paper explores the external factors that influence the decision making process of young Asian females when they shop online for fashion clothing. The empirical investigation was carried out with a positivistic approach and a sample size of 142 young females in Pakistan. As females get more financially independent in developing Asian nations it leads to a question whether their buying decisions are still dominated by external factors? It was found that young educated adult Pakistani females make on-line purchase deci-sions under a significant influence of a highly collective and masculine environment. These results could be extrapolated to other similar cultures and emerging e-retailing areas.

Item Type: Conference or Workshop Item (UNSPECIFIED)
Uncontrolled Keywords: Socio-technical issues, e-commerce user interfaces, culture, purchase behavior, consumer behavior, emerging markets, decision-making process, theory of reasoned action.
Subjects: Business and finance
Depositing User: Dimitrios Rigas
Date Deposited: 15 Jun 2016 00:26
Last Modified: 12 Dec 2016 11:54
URI: http://repository.uwl.ac.uk/id/eprint/2595

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