Edited By Michael B. Hinner
Consumer Relations in Business to Consumer (B2C) Electronic Commerce Environments: A Study of Taiwan and the United States
By Ming-Yi Wu
Ming-Yi Wu notes that the rapid growth of electronic commerce has sparked interest in relationship management studies. The author’s study examines e-trust, e-satisfaction, and e-commitment in a business to consumer (B2C) e-commerce environment from the perspective of consumers in Taiwan and the USA. These two countries were chosen because of the popularity of online shopping in both cultures and the differences in cultural context. Hall’s high and low contexts are used for the cultural comparison with Taiwan being a high context culture and the USA a low context culture. According to Hall, information is only partially transmitted explicitly in high context cultures whereas most information is expressed in the explicit code in low context cultures, the author notes.
Wu points out that how information is transmitted in a society is influenced by the cultural context. Human information behaviors as well as online shopping behaviors are affected by cultural contexts. That is why Wu sought to explore consumers’ perceived relationships with online vendors in a high context and a low context culture to see if there are perceivable differences.
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