Conference proceeding
Decoding B2c E-Commerce: the Invisible Hand of National Culture
Advances in Consumer Research, Vol.40, p1138
01 Jan 2012
Abstract
Lab experiment reveals significant differences between Chinese and U.S. consumers in their reactions to deviation between the actual service delivered and the service level promised. We find that Chinese consumers exhibit a) more tolerance to negative disconfirmation, and b) less reactions to positive disconfirmation, than U.S. consumers.
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Details
- Title
- Decoding B2c E-Commerce: the Invisible Hand of National Culture
- Creators
- Lei SongSrinivasan SwaminathanRolph Anderson
- Publication Details
- Advances in Consumer Research, Vol.40, p1138
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991019295196004721