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CONSUMERS’ USE OF CONSUMER-GENERATED-MEDIA WHILE SHOPPING: A CONCEPTUAL OUTLOOK USING TECHNOLOGY ACCEPTANCE MODEL3 AND HOFSTEDE’S CULTURAL DIMENSIONS

International Journal of Electronic Commerce Studies

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Title CONSUMERS’ USE OF CONSUMER-GENERATED-MEDIA WHILE SHOPPING: A CONCEPTUAL OUTLOOK USING TECHNOLOGY ACCEPTANCE MODEL3 AND HOFSTEDE’S CULTURAL DIMENSIONS
 
Creator Pookulangara, Sanjukta
 
Description 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.
 
Publisher Academy of Taiwan Information Systems Research
 
Date 2011-06-16
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://academic-pub.org/ojs/index.php/ijecs/article/view/945
 
Source International Journal of Electronic Commerce Studies; Vol 2, No 1 (2011); 57-66
2073-9729
 
Language eng
 
Relation http://academic-pub.org/ojs/index.php/ijecs/article/view/945/109
 
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