Decoding B2c E-Commerce: the Invisible Hand of National Culture

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.


Lei Song, Srinivasan Swaminathan , and Rolph E. Anderson (2012) ,"Decoding B2c E-Commerce: the Invisible Hand of National Culture", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1112-1112.


Lei Song, Drexel University, USA
Srinivasan Swaminathan , Drexel University, USA
Rolph E. Anderson, Drexel University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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