CONSUMERS’USE OF CONSUMER-GENERATED-MEDIA WHILE SHOPPING: A CONCEPTUAL OUTLOOK USING TECHNOLOGY ACCEPTANCE MODEL3 AND HOFSTEDE’S CULTURAL DIMENSIONS
这篇概念论文结合技术接受模型3和霍夫斯泰德文化维度，提出了一个研究模型，探讨消费者生成媒体如何影响消费者的购物行为，对零售营销策略有参考价值。
Retailers have a lot to gain by utilizing and harnessing the power of social media to enhance their overall marketing strategy. Social media provide retailers an opportunity to learn about their consumers’ needs and then respond proactively; these media offer creative and effective ways for retailers to obtain insights not previously available. Consumers are increasingly turning to computer-mediated communication, i.e., ―consumer-generated-media (CGM) in order to get information on which to base their decisions. Consumers now have the means to communicate their opinions about products and companies to other consumers like themselves and to share information. This conceptual paper puts forth a research model using Technology Acceptance Model3 (TAM3) and Hofstede’s Cultural Dimensions to examine the influence of CGM on consumers’ shopping behavior.