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

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.

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