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UAL Research Online

The Effects of National Culture on Social Commerce and Online Fashion Purchase Intention

Hepple, Sarah J. and Dennison, Julie A. (2017) The Effects of National Culture on Social Commerce and Online Fashion Purchase Intention. In: Advanced Fashion Technology and Operations Management. IGI Global book series Advances in Business Information Systems and Analytics . IGI Global, Hershey, PA, USA, pp. 250-276. ISBN 9781522518662

Type of Research: Book Section
Creators: Hepple, Sarah J. and Dennison, Julie A.

This chapter investigates the effects of national culture on social commerce and in turn, online fashion purchase intention. Using a deductive approach, hypotheses were developed that sit within the context of shopping for fashion products online. A quantitative research instrument was developed to test for difference between Chinese and British online fashion consumers. Results show that national culture has a significant influence on social commerce engagement, with Chinese participants found to be greatly influenced by their social group when shopping online. The study also found that purchase intention is positively influenced by social commerce engagement across both cultures. As this study argues that global fashion consumers are not homogenous in their shopping habits, fashion brands are advised to acknowledge cultural difference across markets to ensure an optimal shopping experience. Investment in website localisation using local expertise should increase purchase intention in overseas markets.

Official Website: https://www.igi-global.com/book/advanced-fashion-technology-operations-management/166731
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Keywords/subjects not otherwise listed: Social shopping, S-commerce, E-commerce, Online retailing, Online shopping, Internationalisation, Individualism, Collectivism, China, UK
Publisher/Broadcaster/Company: IGI Global
Your affiliations with UAL: Colleges > London College of Fashion
Date: March 2017
Related Websites: https://www.igi-global.com/book/advanced-fashion-technology-operations-management/166731
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Date Deposited: 13 Jul 2017 12:32
Last Modified: 13 Jul 2017 12:32
Item ID: 11156
URI: https://ualresearchonline.arts.ac.uk/id/eprint/11156

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