An Assessment of the Recognition and Use of Online Shopping by Digital Immigrants and Natives in India and China

Abstract

ABSTRACTThis study describes the adoption and use of online shopping by “digital immigrants” and “digital natives” in India and China. Because the routine Internet methods of customers are not known, we have not been not aware of patterns of online shopping practiced by these two groups. The study methodology entailed a computer-based survey questionnaire directed at volunteers of Wilmington University, The Technology Acceptance Model (TAM), a scale established and reformed by Davis (1989), was used to process the data. The scale measurements perceived ease of use (PEU), TAM variables, and perceived usefulness (PU). Satisfaction with online shopping and the usage pattern was measured. A modified scale to evaluate Internet trust and privacy was adopted to assess important antecedents for releasing information (Xu, Dinev, Smith, and Hart, 2011). It was predicted that digital natives were more trusting of online shopping. The findings focus on the differences in online shopping styles between digital immigrants and natives in relation to a certain satisfaction level, proposed usefulness, level of trust, and simplicity in usage. The 100 respondents from each country were distributed to measure 50% digital immigrants and 50% digital natives.