Department of Communication : Western Illinois University

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Join Communication for the Thompson Lecture presented by Ming-Yi Wu

Oct 7, 2009

Dr. Ming-Yi Wu will present "Comparing Consumers' On-line Shopping Behaviors in Taiwan and the United States" at 7:00 p.m. in the Sandburg Theatre of the University Union.

Description: Due to the process of globalization and internationalization, many corporations have established divisions and sell products all over the world. The advancement of communication technology also facilitates communication and consumption behaviors across national boundaries.

Consumers have used Internet as a new channel to shop on-line. This study compares consumers’ on-line shopping behaviors in Taiwan and the United States. Taiwan and the United States are chosen for comparison because previous literatures suggest that these two cultures contrast greatly in cultural context and work-related cultural values.

Through the use of a survey questionnaire, which investigates consumers’ on-line shopping preferences and on-line shopping behaviors, this study surveyed 362 college students in Taiwan and 372 college students in the United States. Multiple statistical methods were used to analyze the quantitative data. The results suggest that there are both cultural similarities and differences in young consumers’ on-line shopping preferences and behaviors in these two cultures.

Thus, both cultural convergence and cultural divergence views about globalization and supported. The statistical results also indicate that there are significant relationships between cultural values and consumers’ on-line shopping preferences. Based on the results of this study, suggestions for cross-cultural on-line shopping web system designs are provided. Implications for future studies are also provided.