Usage of Mobile Shopping from Is Continuance and Cultural Comparison Perspectives
نویسندگان
چکیده
This research proposal describes a project to investigate mobile commerce continuance in China and in the U.S., with a specific aim to explore the influence of national culture on mobile shopping continuance. For this purpose, a mobile shopping continuance model is developed based on prior theories. An espoused cultural values-based approach by Srite and Karahanna [19] will be deployed to study the moderating effect of national culture on the entire nomological network and the hypothesized relationships for individual level acceptance research.
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