Consumers' Use of Consumer-Generated-Media While Shopping: A Conceptual Outlook Using Technology Acceptance Model3 and Hofstede's Cultural Dimensions

Sanjukta Pookulangara

Consumer-Generated-Media ； Hofstede's Cultural Dimensions ； Shopping ； TAM3

International Journal of Electronic Commerce Studies

2卷1期（2011 / 06 / 01）

57 - 66

英文

Retailers have a lot to gain by utilizing and harnessing the power of social media to enhance their overall marketing strategy. Social media provide retailers an opportunity to learn about their consumers' needs and then respond proactively; these media offer creative and effective ways for retailers to obtain insights not previously available. Consumers are increasingly turning to computer-mediated communication, i.e.,-consumer-generated-media (CGM) in order to get information on which to base their decisions. Consumers now have the means to communicate their opinions about products and companies to other consumers like themselves and to share information. This conceptual paper puts forth a research model using Technology Acceptance Model3 (TAM3) and Hofstede's Cultural Dimensions to examine the influence of CGM on consumers' shopping behavior.

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