Cross Cultural Difference Between Online Shoppers in London and Bangkok.

Abstract

This study evaluates the attitudes of online shoppers living in London and Bangkok and the key variables influencing their behaviour. The extended TAM framework (Monsuwe et al, 2004) was used in this cross cultural setting. It was found that the extended TAM concept is very useful in measuring the behavioural intentions that are central to a consumer’s decision to shop online and supports other studies that have used the framework for measuring intentions to shop online. The findings suggest that the respondents generally show positive attitudes towards shopping online. Those who have already done so and are aware of some of the negative features are not put off. The implication for online retailers is that they should focus on making the experience more accommodating and more user-friendly, as the positive features of online shopping (‘convenience’, ‘usefulness’, ’ease of use’, and ‘efficiency’) appear to be more important than the negative features (‘lack of security’, ‘privacy of information ’ and ‘online fraud’).

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