Investigators at Harbin Institute of Technology Zero in on Electronic Commerce.

According to the authors of recent research from Heilongjiang, People's Republic of China, "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," wrote Q. Ye and colleagues, Harbin Institute of Technology.

The researchers concluded: "The result provides a refined understanding of the similarities and differences in online shopper lifestyles across the different cultures."

Ye and colleagues published their study in Electronic Commerce Research and Applications (A cross-cultural validation of the web usage-related lifestyle scale: An empirical investigation in china. Electronic Commerce Research and Applications, 2011;10(3):304-312).

For additional information, contact Q. Ye, Harbin Institute Technology, School Management, Harbin 150001, Heilongjiang, People's Republic of China.

Publisher contact information for the journal Electronic Commerce Research and Applications is: Elsevier Science BV, PO Box 211, 1000 AE Amsterdam, Netherlands.

Keywords: City:Heilongjiang, Country:People's Republic of China, Region:Asia

This article was prepared by China Weekly News editors from staff and other reports. Copyright 2011, China Weekly News via VerticalNews.com.