Antecedents of Online Shopping Intention: A Cross-cultural Comparison between Taiwan and Mongolia

線上購物意圖的前因探討：台灣與蒙古的跨文化比較

楊溥泰(Pu-Tai Yang) ； 吳祉芸(Chih-Yun Wu) ； Anarmaa Ganbat

《東海管理評論》 21卷1期 (2019/07) Pp. 157-189

摘要

Online shopping has generally become ubiquitous; however, the concept is still emerging in some developing countries. This cross-cultural study comparatively explores the effects that national culture has on the behaviors of shoppers in Mongolia's emerging online shopping markets and Taiwan's developed online shopping markets. This study specifically investigates the factors leading to online shopping acceptance and identifies three external formative antecedents: website design, customer service and shipping. The PLS-SEM results reveal that the Taiwanese and Mongolian samples differ from each other regarding their support for our proposed model. The significant difference lies in the antecedents of perceived ease of use: website design does not exert an effect in Taiwan, whereas customer service does not exert an effect in Mongolia. The managerial implication would also be discussed.

關鍵字

Cross-cultural Research ； Taiwan ； Mongolia ； Technology Acceptance Model ； Online Shopping

並列摘要

近幾年，線上購物相當普及，新興市場也開始興起風潮。由於市場發展階段不同會影響消費者行為，研究者試圖比較線上購物的市場是否存在文化差異，以臺灣作為成熟市場，而蒙古作為新興市場的取樣。本研究探討線上購物體驗流程，得出三個主要的外部因素為前因，包含：網站設計、顧客服務及貨品運送。以PLS-SEM進行分析，結果指出，臺灣的線上購物模型的確不同於蒙古；在臺灣，網站設計對知覺易用性的效果未達顯著，而在蒙古，顧客服務對知覺易用性的效果未達顯著；後續將同時討論理論及管理意涵。

並列關鍵字

跨文化研究 ； 臺灣 ； 蒙古 ； 科技接受模型 ； 線上購物

參考文獻

Ashraf, A. R., Thongpapanl, N., & Auh, S. (2014). The application of the technology acceptance model under different cultural contexts: The case of online shopping adoption. Journal of International Marketing, 22(3), 68-93.

Baier, D., & Stuber, E. (2010). Acceptance of recommendations to buy in online retailing. Journal of Retailing and Consumer Services, 17(3), 173-180.

Brashear, T. G., Kashyap, V., Musante, M. D., & Donthu, N. (2009). A profile of the Internet shopper: Evidence from six countries. Journal of Marketing Theory and Practice, 17(3), 267-282.

Brengman, M., Geuens, M., Weijters, B., Smith, S. M., & Swinyard, W. R. (2005). Segmenting Internet shoppers based on their Web-usage-related lifestyle: A cross-cultural validation. Journal of Business Research, 58(1), 79-88.

Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information & Management, 42(4), 543-559.