Download or read book Cross-cultural Examination of Consumer Behaviour in Online Shopping: Comparison of Austria and China written by Xiang Cheng and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: /*****In today's world, online shopping is inseparable from people's lives. In the absence of academic papers on cross-cultural and consumer behaviour in the online context, this paper utilises Hofstede's cultural theory to describe and explain consumer behaviour in online shopping across Austria and China. The comparison reveals whether there are differences in the behavioural habits of consumers in the two countries regarding online shopping. To be applied quantitative analysis, this paper poses six hypothetical questions on the five dimensions of Hofstede. With questionnaires, 189 valid samplings were acquired from Austria and 189 from China, and the six hypotheses were compared mainly using the Mann-Whitney U test. The hypothesis of individualism versus collectivism was found not statistically significant, the other five were significant, but the hypothesis of masculinity did not agree with the Hofstede score results and was not accepted. The four hypotheses that were significant and accepted were power distance, uncertainty avoidance and long-term orientation. The results of these four hypotheses are consistent with Hofstede cultural theory, showing that Austrian consumers with small power distance scores are more willing to have the membership of online purchases. They have a high uncertainty avoidance culture which has a greater need for trust in websites. In contrast, in cultures with a long-term orientation, like China, consumers are more willing to experiment with innovation in online shopping. The empirical results provide up-to-date data across Austria and China on this topic and provide insights for local and international brands.