PREPARED BY: PARNIKA GUPTA(136)

Uses and Gratification Theory

Based on following assumptions:

Buyers are goal oriented in their behaviour They are active in selecting in using media internet or specific retail websites Consumers are aware of there needs and select the media that gratifies these needs They are aware of alternatives Consumers explore gratification in an individual context

U&G theory identifies five types of needs:

Cognitive Affective Personal integrative Social integrative Tension release

H1 There is a significant motivational difference between China and Singapore respondents for online shopping H2a Male and female respondents have significantly different motivations to buy online within the context of the two countries of interest. H 2b Male and female respondents have similar motivations to buy online within a country-specific context H 3Respondents from China and Singapore demonstrate significant differences in their motivation to satisfy cognitive needs.

Comparison of Singapore and China Scores on Hofstedes Dimension

Dimension Masculinity vs Feminity Rank Score Uncertainity Avoidance Rank Score Long Term Orientation Rank Score Individual Rank Score Power Distance Rank Score 80 12- 14 74 19 20 56- 61 20 56- 61 118 1 48 11 30 68- 69 8 74 11- 13 66 38 68 China Singapore

H 4 Respondents from China and Singapore demonstrate significant differences in their motivation to satisfy affective needs. H5 Respondents from China and Singapore do not demonstrate any differences in their motivations to satisfy personal integrative needs. H6 Respondents from China and Singapore demonstrate significant difference in their motivation to satisfy social integrative needs. H7 Respondents from China and Singapore demonstrate significant differences in their motivation to satisfy tension release needs H8 Respondents from China and Singapore demonstrate significant differences in their perceived satisfaction from online shopping.

Sample size (538):

304 respondents from Singapore 279 respondents from China

Used MANCOVA test

Demographic Profile of Respondents

Singapore China Total Singapore China Total

Percentage(%) Number of Respondents

Nationality Gender Male Female Age 18- 21 22- 25 26 and above

304

279

583

52.1

47.9

100

124 180

123 156

247 336

40.8 59.2

43.7 55.9

42.2 57.65

72 208 24

43 151 85

115 23.7 336 109 68.4 7.9

15.4 54.1 30.5

19.7 61.6 18.7

MANCOVA test for aggregated dimensions of U&G and satisfaction b/w male & female respondents in Singapore and China
Singapore Multivariate test on Gender Wilks Lambda=.050 , sig= .999 Means sig Female Male COGNITIVE NEEDS AFFECTIVE NEEDS PERSONAL INTEGRATIVE NEEDS SOCIAL INTEGRATIVE NEEDS TENSION RELEASE NEEEDS TOTAL (U&G items) SATISFACTION 5.867 3.237 3.379 3.392 5.611 4.448 5.778 5.881 3.216 3.375 3.366 5.581 4.441 5.774 .828 .850 .976 .791 .764 .901 .960 China Multivariate test on Gender Wilks Lambda= .926, sig= .002 Means sig Female Male 5.085 4.494 3.689 3.345 4.363 4.174 4.334 5.082 4.081 3.763 3.421 3.852 4.048 4.345 .983 .012 .634 .604 .003 .257 .944

TOTAL ( U& G and satisfaction items)

4.605

4.598

.906

4.192

4.082

.321

Sig level: p<.1 , p<.05 , p<.010

RESULTS
Hypothesis H1 H2a H2b H3 H4 H5 H6 H7 H8 Results supported partially supported partially supported supported supported supported supported supported supported

This cross country model is merely a modest step towardsbuilding a theory of user motivatios for online shopping In both countries, the country factor explains a large portion of the varience in user motivations for satisfaction towards online shopping Singapore buyers have more higher positive need gratifications