Abstract
This research discusses a cross-cultural validation in China of the Internet user lifestyle scale developed by Smith and Swinyard (2001). The scale was initially validated for United States online users in 2001 and later for European Union online users in 2005. Our analysis reveals that the lifestyle scale remains valid for online users in China. However, we find that the segmentation of online users in China based on the lifestyle scale differs markedly from what was found earlier in the United States and European Union countries. We profile two new online shopping segments and one new online non-shopping segment. The result provides a refined understanding of the similarities and differences in online shopper lifestyles across the different cultures.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
