Abstract
ABSTRACT. Online shopping formats have gained popularity in recent years. This research examines (1) differences in online shopping attitudes among American and Indian college students and (2) the influence of collective self-esteem (CSE) on online shopping attitudes of American and Indian college students. Through structural equation modeling, we found that all CSE factors except importance to identity influence online shopping attitude factors such as ease of use, perceived risk, easy to understand, and perceived usefulness in both the cultures. American youths reported significantly higher levels of ease of use, readiness in understanding shopping websites, and perceived usefulness than Indian youth. Perceived risk of using shopping websites was found to worry both U.S. and Indian youth.
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