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.
Rigas-Nazish-HCII-2015 (1).pdf - Accepted Version
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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|
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