TY - JOUR
T1 - Reliance on E-Shopping Vehicles: Conceptualization, Measurement, and Cross-National Market Differences
AU - Blake, Brian F.
AU - LaRosa, Richard J.
AU - Neuendorf, Kimberly A
AU - Luming, Yang
AU - Hudzinski, Karen
AU - Zhou, Wei
PY - 2018/3/15
Y1 - 2018/3/15
N2 - This study introduces the construct of “vehicle purchase reliance” (VPR) which integrates e-vehicle-specific awareness, familiarity, browsing, and purchasing into a single conceptual dimension. In a sample of 1186 Millennial university students, 863 Chinese and 323 US, the VPR Index was applied to a broad range of 23 e-shopping vehicles. Its distinction from its four components was empirically validated. In a cross-national comparison, Chinese and US samples were found to differ in VPR on 19 of the 23 e-vehicles. As hypothesized, US shoppers gravitated toward e-vehicles that are individualistic/high vendor trust dependent and Chinese consumers to e-vehicles that are collectivistic/low vendor trust dependent.
AB - This study introduces the construct of “vehicle purchase reliance” (VPR) which integrates e-vehicle-specific awareness, familiarity, browsing, and purchasing into a single conceptual dimension. In a sample of 1186 Millennial university students, 863 Chinese and 323 US, the VPR Index was applied to a broad range of 23 e-shopping vehicles. Its distinction from its four components was empirically validated. In a cross-national comparison, Chinese and US samples were found to differ in VPR on 19 of the 23 e-vehicles. As hypothesized, US shoppers gravitated toward e-vehicles that are individualistic/high vendor trust dependent and Chinese consumers to e-vehicles that are collectivistic/low vendor trust dependent.
KW - Consumer shopping vehicles
KW - US-China differences
KW - cross-national differences
KW - e-shopping
KW - online shopping
KW - shopping channel usage
UR - https://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85042383092&origin=inward
UR - https://www.scopus.com/inward/citedby.uri?partnerID=HzOxMe3b&scp=85042383092&origin=inward
U2 - 10.1080/08961530.2017.1381870
DO - 10.1080/08961530.2017.1381870
M3 - Article
SN - 0896-1530
VL - 30
SP - 70
EP - 84
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
IS - 2
ER -