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A Comparison of American and Indian Consumers Perceptions of Electronic Commerce

机译：美国和印度消费者对电子商务的看法比较

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摘要

Electronic commerce is often touted as a global phenomenon. However, most studies of e-commerce have focused on more developed countries. While it is important to understand e-commerce in the context of richer, more developed countries, it also impacts developing countries. Using diffusion of innovation theory, and literature on trustworthiness in e-commerce and dimensions of national culture as theoretical bases, this research investigates how consumers perceive e-commerce differently in India and the United States. Results indicate that Indian and American consumers perceive the relative advantage, ease of use, compatibility, and the demonstrability of results of e-commerce differently. Post hoc analyses reveal there is an association between perceptions of e-commerce and use intentions. This result holds across nationalities, although the pattern of influence differs according to country.
机译：电子商务经常被吹捧为一种全球现象。但是，大多数电子商务研究都集中在较发达国家。虽然在更富裕，更发达国家的背景下理解电子商务很重要，但它也会影响发展中国家。本研究以创新理论的传播以及有关电子商务中的诚信度和民族文化维度的文献作为理论基础，研究了印度和美国消费者如何不同地看待电子商务。结果表明，印度和美国消费者对电子商务的相对优势，易用性，兼容性和可证明性的看法有所不同。事后分析表明，电子商务的感知与使用意图之间存在关联。尽管影响模式因国家/地区而异，但该结果适用于各个民族。

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