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1. Culture

   • The influence of culture is particularly important in transferring marketing strategy across borders, because communication patterns are closely linked to cultural norms (Hong, Muderrisoglu, & Zinkhan, 1987).
     • Cross-cultural research studies allow for the verification of universality of theory application or for the expansion of theory (Lee & Green, 1991; Malhotra & McCort, 2001).
       • Do emotional responses influence consumer purchase behavior in the apparel-shopping environment?
         • Does an individual’s difference in the need for cognition have an influence on apparel purchase behavior?
           • Will the different cultural dimensions result in differences in subjective norms for consumer intention to purchase apparel?
             • According to Sillars (1995), parents and other family members serve as channels of information, sources of social pressure, and support for one another; this family norm creates a distinct lifestyle, pattern of decision-making, and style of interacting. Children, accepting this distinct family lifestyle as the norm, have continuous opportunities to learn and internalize the beliefs, attitudes, and values they have observed (Sears, 1983).
               • According to Triandis (1995) perhaps the most important dimension of cultural difference is individualism and collectivism. Triandis (1995) stated that members of individualist cultures tend to hold an independent view of the self that emphasizes separateness, internal attributes, and the uniqueness of individuals. In contrast, members of collectivist cultures tend to hold an interdependent view of the self that emphasized connectedness, social context, and relationships.
                 • It can be explained that people in the collectivistic culture are more concerned with others’ reactions and the significance of personal relationships than people in individualistic cultures (Yang, 1992). In addition, people in collectivist cultures are more conservative.
                   • Perhaps the most important dimension of cultural difference is that of individualism and collectivism (Hofstede, 2001; Triandis, 1995).
                     • It can be explained that people in a collectivistic culture are more concerned with others’ reaction and the significance of personal relationships than are people in individualistic cultures (Yang, 1992).

2. Online Purchase Behavior

   • The Theory of Planned Behavior (TPB) has been successfully applied to various situations in predicting the performance of behavior and intentions, such as predicting user intentions to use new software (Mathieson, 1991)