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The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China

Author:

Cheolho YoonAuthors Info & Claims

Information and Management, Volume 46, Issue 5

Pages 294 - 301

https://doi.org/10.1016/j.im.2009.06.001

Published: 01 June 2009 Publication History

Abstract

E-commerce is now international, and thus national culture can affect the behavior of customers. But e-commerce studies related to national culture are limited. Our study explored the effect of national culture on consumer acceptance of e-commerce in China. Our consumer e-commerce acceptance model considered the effect of culture on perceived usefulness, perceived ease of use, trust, and intention to use. We adopted Hofstede's cultural dimensions (power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation) as moderators. Our results showed that uncertainty avoidance and long-term orientation had moderate effects on the relationship between trust and intention to use and that masculinity also had a moderate effect on the relationship between perceived usefulness and intention to use and the relationship between perceived ease of use and intention to use. Contrary to expectations, power distance and individualism had no significant effect.

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Cited By

Jan JAlshare KLane P(2024)Hofstede’s cultural dimensions in technology acceptance models: a meta-analysisUniversal Access in the Information Society10.1007/s10209-022-00930-723:2(717-741)Online publication date: 1-Jun-2024
https://dl.acm.org/doi/10.1007/s10209-022-00930-7
Hong MHuang XGe Z(2024)Engagement of Electronic Word-of-Mouth on M-Health PlatformsHuman-Centered Design, Operation and Evaluation of Mobile Communications10.1007/978-3-031-60458-4_3(31-44)Online publication date: 29-Jun-2024
https://dl.acm.org/doi/10.1007/978-3-031-60458-4_3
Yang HYang KHuang CTsai T(2023)How to Painlessly Upgrade Traditional Stores to High-quality E-commerce through Digital Transformation - From the Perspective of Uncertainty in E-commerce MarketingProceedings of the 2023 5th International Electronics Communication Conference10.1145/3616480.3616488(53-62)Online publication date: 21-Jul-2023
https://dl.acm.org/doi/10.1145/3616480.3616488
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cover image Information and Management

Information and Management Volume 46, Issue 5

June, 2009

53 pages

ISSN:0378-7206

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Copyright © Elsevier B.V. © 2009.

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Elsevier Science Publishers B. V.

Netherlands

Publication History

Published: 01 June 2009

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Cited By

Jan JAlshare KLane P(2024)Hofstede’s cultural dimensions in technology acceptance models: a meta-analysisUniversal Access in the Information Society10.1007/s10209-022-00930-723:2(717-741)Online publication date: 1-Jun-2024
https://dl.acm.org/doi/10.1007/s10209-022-00930-7
Hong MHuang XGe Z(2024)Engagement of Electronic Word-of-Mouth on M-Health PlatformsHuman-Centered Design, Operation and Evaluation of Mobile Communications10.1007/978-3-031-60458-4_3(31-44)Online publication date: 29-Jun-2024
https://dl.acm.org/doi/10.1007/978-3-031-60458-4_3
Yang HYang KHuang CTsai T(2023)How to Painlessly Upgrade Traditional Stores to High-quality E-commerce through Digital Transformation - From the Perspective of Uncertainty in E-commerce MarketingProceedings of the 2023 5th International Electronics Communication Conference10.1145/3616480.3616488(53-62)Online publication date: 21-Jul-2023
https://dl.acm.org/doi/10.1145/3616480.3616488
Aljaroodi HAdam MTeubner TChiong R(2023)Understanding the Importance of Cultural Appropriateness for User Interface Design: An Avatar StudyACM Transactions on Computer-Human Interaction10.1145/351713829:6(1-27)Online publication date: 11-Jan-2023
https://dl.acm.org/doi/10.1145/3517138
Chi OChi CGursoy DNunkoo R(2023)Customers’ acceptance of artificially intelligent service robotsInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2023.10262370:COnline publication date: 1-Jun-2023
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Abu-Shanab EShoheib Z(2022)Adapting the UTAUT2 Model for Social Commerce ContextInternational Journal of E-Business Research10.4018/IJEBR.29329318:1(1-20)Online publication date: 5-Jan-2022
https://dl.acm.org/doi/10.4018/IJEBR.293293
Meng LDong T(2022)A Study on Factors Influencing the Use of Unmanned Driving Technology Based on TAM ModelSecurity and Communication Networks10.1155/2022/68613232022Online publication date: 1-Jan-2022
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Qin LQu QZhang LWu H(2022)Platform trust in C2C e-commerce platform: the sellers’ cultural perspectiveInformation Technology and Management10.1007/s10799-021-00349-123:4(233-243)Online publication date: 1-Dec-2022
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Wang QChau MPeng CNgai E(2022)Using the Anchoring Effect and the Cultural Dimensions Theory to Study Customers’ Online Rating BehaviorsInformation Systems Frontiers10.1007/s10796-021-10148-224:5(1451-1463)Online publication date: 1-Oct-2022
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Sleuwaegen LSmith P(2022)Who purchases cross-border? Individual and country level determinants of the decision to purchase cross-border in the European Single MarketElectronic Commerce Research10.1007/s10660-020-09440-122:3(749-785)Online publication date: 1-Sep-2022
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