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1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING like the coop exchange online bookshop. Companies have had to go online to meet the needs of consumers and made more effectively to buyers. Deuze explains that participation is “a principal component of digital culture” and “perhaps solely fueled by private interests”. He explained that “participation as a core element of the currently emerging digital culture also has its roots in “DIY” (doityourself) 5(#6(>%m&.Y%(K%S&V;;nS&'M&n^1M&B7&5(*670%>S&6+%&8$I%>*$4%8&8%03"8*&53"&)%&*36$*4%8M&i$6+& 6+%& 8%I%#7'0%"6& 7D& %]5700%>5%S& 5(*670%>*& "%%8& "76& 67& G3$6& D7>& 4"$6%& 6$0%& 3"8& 4"$6%& shopping center to choose their commodities. They could not only choose goods on the shelf, but are also more likely to choose or order products according to their own demand. In contemporary consumer cultures, commerce is increasingly globalization. The corporations are tending to multinational companies; goods are more globally; the exchanges of new forms of commodities such as services and information have become more popular. The Internet offers a platform for manufacturers and customers to conduct business and online shopping, making the transmission in globally possible. According to the survey of Computer Industry Almanac Inc., the worldwide number of internet users surpassed one billion in 2005. Also, there were one hundred million and seventysix million broadband users in the second quarter of 2005. With an increasing "(0)%>&7D&$"6%>"%6&3"8&)>738)3"8&(*%>*S&7"#$"%&*+7''$",&+3*&)%570%&C7(>$*+$",M& Sturken and Cartwright present that sharing value (comments) is the recent trends in the emerging modern culture. And “consumption continues to be thought of as both a form of leisure and pleasure and as a form of therapy”(Sturken & Cartwright, 2001, p. 197). It is 57007"#9&("8%>*6778&6+36&570078$6$%*&D(#4##&%076$7"3#&"%%8*M&!"]#$"%&*+7''$",&0%%6*& the need for getting access to different design and more commodities. Customers can get the newest, the latest, and the best merchandise. With a low entrance requirement, small 4>0*&3"8&%I%"&$"8$I$8(3#&*(''#$%>*&53"&*%6&('&3"&%#%56>7"$5&*+7''$",&G%)&$"&6+%&8$,$63#& era, which resulted in electrical shopping malls offer potentially millions of products globally. Therefore, online shopping store which follow the mainstream culture have greater success. /*& 5(#6(>3#& D3567>*& $"C(%"5%& 6+%& 8%I%#7'0%"6& 7D& %]5700%"5%S& G%& G$##& 8$*5(**& G+36& G7(#8&)%&$"C(%"5%8&)9&5(#6(>3#&8$DD%>%"5%*M 172
1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING /557>8$",& 67& b%>%$>3& .E^^WS& 'M& \1S& 5(#6(>3#& 8$DD%>%"5%*& $"C(%"5%& 57"*(0%>& )%+3I$7>S& G+$5+& $"5#(8%& l57,"$6$I%& $"C(%"5%*S& 3DD%56$I%& $"C(%"5%*S& X& +3#7& %DD%56& X& $"C(%"5%*S& %"I$>7"0%"63#&$"C(%"5%&3"8&0%8$36$",&$"C(%"5%*M&B+%&,>3'+&)%#7G&$##(*6>36%*&6+$*&078%#M Pereira states that “Halo Effect”, which includes source credibility, product source, communication channels and lifestyles have an increasing important impact to electronic 5700%>5%M& g%"%46$",& D>70& %#%56>7"$5& *+7''$",& 03##*S& 6+%& 570078$6$%*& 3I3$#3)#%& 67& consumers have become more widely option. Purchasing from online shopping malls, consumers can compare their selections from a number of shops available and they can obtain goods with lower prices and higher quality. Regarding lifestyle, it is convenient, saves time and effort. On the other hand, culture affects web site development. Ever and Day (1997) 8%07"*6>36%&6+36&5(#6(>3#&8$DD%>%"5%*&$"C(%"5%&6+%&5(*670%> *&355%'63"5%&3"8&'>%D%>%"5%*& for the shopping web interface. In addition, web site satisfaction refers to the consumer “perception of a well designed web site” (Cyr, et al., 2005, p. 67). In terms of site interface, $6&$"5#(8%*&l*'%5$45&8%07,>3'+$5*&7>,3"$*%8&3557>8$",&67&>%,$7"S&3,%S&5(#6(>%S&,%"8%>S&3"8& class”(Sturken & Cartwright, 2001, p. 197). Loiacono and Lin (2003) also presented that G%)*$6%& h(3#$69& $*& 3& 0%3*(>%0%"6& 7D& 6+%& $"C(%"5%& 67& >%I$*$6$",& (*%>*S& G+$5+& $"5#(8$",& 173
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JOURNAL OF DIGITAL RESEARCH & PUBLI
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a large proportion of Chinese netiz
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issue and not be interfered by any
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