A Cross-cultural Investigation of Consumer E-Transaction: A Comparison of Taiwan and United States College Students

電子交易跨文化之研究－以台灣與美國大學生為例

10.29871/JNTCB.201107.0003

閻瑞彥(Jui-Yen Yen)；陳秋美(Qiu-Mei Chen)

跨文化 ； 計畫行為理論 ； 電子化交易意圖 ； Cross-cultural ； Theory of Planned Behavior ； E-Transaction Intention

北商學報

20期（2011 / 07 / 01）

39 - 58

英文

網際網路的全球性及普遍性帶動跨國性的電子商務交易，雖然過去的已有研究針對跨文化的電子商務交易進行分析，但至目前為止甚少有研究以文化的差異性為計畫行為理論的干擾變數研究探討不同國家之商子商務交易行為的差異。此外，文化對於態度－意圖間的影響關係至今仍有不明確或者相衝突之研究結果。本研究應用計畫行為理論來檢視台灣及美國兩種不同類型的國家電子線上交易之意願。研究結果顯示支持本研究中大部份的假設，強調出的電子商務交易意願因不同文化而有顯著的差異。

The globalization and population of the internet speed up growth of the international E-commerce. There already have plenty researches for cross-cultural E-commerce trade. However, only very few researches take the culture difference as the effect variable to analyze the different E-commerce behavior between country and country. In addition, the impact of culture to attitude-transaction still have unclear and conflict findings in many researches.This study applies the TPB perspective to inspect TI online in two type countries-Taiwan and the United States. The result supports the most of the proposed hypotheses, and also approve there are clear different attitude for E-commerce trade based on different culture background.