A Comparative Study On Sino-Russian Students’ Cultural Differences Influence On Online Shopping Information Search Behavior

With the advent of the twenty-first century, the Internet has become more and more developed. Because of its convenience, in a lot of people’s daily life the Internet has become an indispensable part. When it comes to convenience of the Internet, we have to mention online shopping platform. Currently, consumers become more familiar with online shopping platform, many people in their everyday life choose to make purchases through various websites. Due to the rapid development of the Internet, more and more consumers in different countries can enjoy online shopping services. But consumers in different countries have different pursues, so the study of how to fight the different countries consumers’ interests is essential. Existing academic researches mos tly from consumer behavior intentions start to carry out the study, very few researchers have studied the impact of cultural differences on the consumer aspects of online shopping.This paper studies the impact of cultural differences between consumers in Russia and China for their online shopping information search process, online shopping behavior information search is divided into four areas: frequency of the information search, type of the information search, the purpose of the information search and th e type of site used for the information search. Because the Internet users are mostly college students, we have limited "consumer" to "students" group. In this paper, the seven cultural dimensions theory of Trompenaars is used, we conduct our study from individualism / communitarism culture dimension, which was divided into two influence factors: trust and self-confidence. In this study, we used two kinds of data collection, paper questionnaire and online questionnaire, recycling a total of 383 questionna ires were finally obtained 370 valid questionnaires, efficiency is still relatively high.In this paper, we used SPSS17 statistical software to make data reliability and validity analysis, also through the results obtained after factor analysis and regression analysis, we have discussed and analyzed the study model and hypothesis, the results showed that individualism and collectivism countries consumers’ self-confidence and trust marks are different, and obviously it has a different impact on the informati on search during the online shopping. This leads to the conclusion, that individualism / collectivism culture dimension affects the four aspects of the information search during the online shopping. Finally, the paper puts forward some suggestions on improving international cultural differences impact on online shopping knowledge to business e-commerce platform enterprises.