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Academic Journal of Humanities & Social Sciences, 2023, 6(15); doi: 10.25236/AJHSS.2023.061515.

A research on Cultural Influence on Guizhou Consumers’ Attitude toward Online Shopping


Yueming Xiong

Corresponding Author:
Yueming Xiong

Department of Economic Management, Guizhou Light Industry Technical College, Guiyang, Guizhou, China


Online shopping experiences its infant phase in Guizhou Province. Thus, it is of great significance in studying cultural factors affecting consumer’s attitude towards online shopping. In such a context, this thesis analyzed cultural factors as well as their influences on customer’s attitude towards online shopping through quantitative research and online questionnaires. Meanwhile, SWOT is adopted to analyze literature review and questionnaire data. What’s more, an empirical application of TAM among consumers in Guizhou was presented and extended in this thesis. The results indicate that ease of use and social norms have a positive influence on online shopping, while the perceived risk shows a negative influence, which is also deemed as the biggest obstacle for consumers in Guizhou Province. It is wished that this thesis may improve the efficiency of online shopping, and help websites by trying out products and services on site.


Cultural Factors, Online Shopping, Technological Acceptance Model, Guizhou Province

Cite This Paper

Yueming Xiong. A research on Cultural Influence on Guizhou Consumers’ Attitude toward Online Shopping. Academic Journal of Humanities & Social Sciences (2023) Vol. 6, Issue 15: 93-100. https://doi.org/10.25236/AJHSS.2023.061515.


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