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, 02-07 Aug 2015, Los Angeles, USA.

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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 (Paper)
ISSN: 0302-9743
ISBN: 9783319209333
Identifier: 10.1007/978-3-319-20934-0_9
Page Range: pp. 90-100
Identifier: 10.1007/978-3-319-20934-0_9
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: 28 Aug 2021 07:21
URI: https://repository.uwl.ac.uk/id/eprint/2595


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