Perceptions of Social Media and Online Shopping: A Comparison of Chinese and USA College Students

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date



Retailers have much to gain by utilizing and harnessing the power of social networking to enhance their overall marketing strategy. Consumers now have the means to communicate their opinions about products and companies to other consumers “like themselves” at a critical point in the sales cycle – the beginning. Social networking provides retailers the opportunity to learn about their consumers’ needs and respond proactive. It also offers creative and effective ways to obtain insights not previously available. Additionally, social networking has started influencing culture. Cross- cultural differences may exist and have an impact on the way people use social networking. It is imperative for retailers to incorporate social networking in their marketing strategy. This conceptual paper uses the Technology Acceptance Model (Davis, 1989) to examine the cultural influence on social networking and its influence in online shopping.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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