Several studies in tourism have shown that people from individualist cultures have different perceptions of service quality than those from collectivistic cultures. Triandis (1995) insists that attitudinal and behavioral differences also exist on an individual level within the same culture. He added the horizontal/vertical dimensions to the individualism/collectivism dimensions, thus four cultural tendencies occurs within a society: horizontal individualism/collectivism and vertical individualism/collectivism. This study examined the association between individuals' cultural tendencies and their perceptions of service quality of a Chinese travel agency within the same culture. A total of 346 participants of group tours were surveyed in 2004. Results of the canonical correlation analysis indicated that customers of the Chinese travel agencies were more horizontal than vertical and more collectivistic than individualistic. The horizontal individualistic/ collectivistic tendencies had a positive correlation with all dimensions of the agency's service quality. Implications and limitations of the study were discussed.
Abstract. As the most dynamic new favorite of the information age, mobile e-commerce is the third form in the development of e-commerce and it has achieved the second leap of e-commerce. Compared with traditional e-commerce, mobile e-commerce has three distinctive characteristics: provide 3A services, that is, obtain information and services of the entire network at any time and any place. With the development of the increasingly progressing mobile communication technology, there is a trend that mobile e-commerce is gradually exceeding the development of traditional e-commerce. This paper mainly takes China's current mobile e-commerce as the research object to analyze prospect for the development of China's mobile e-commerce and factors restricting the development of China's mobile e-commerce, and the proposes countermeasures and suggestions to improve and promote China's mobile electronics market.
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