Does change of cultural environment change attitudes towards e-commerce? New research model investigating the effect of culture on e-commerce acceptance

Ewelina Lacka, Hing Kai Chan, Nick K. T. Yip

Research output: Contribution to conferencePaper

Abstract

Nowadays it seems that businesses have no other choice but to incorporate the e-commerce platform into their business operations if they wish to have unrestricted access to beyond national borders markets. Before they will do so they have to be careful as researchers revealed that due to culture and its effect on attitudes towards e-commerce some consumers willingly participate in online shopping environment while others seem to reject this convenient form of shopping. In the present-day global economy however, world researchers cannot follow traditional approaches and definitions of culture; instead they have to recognise many new multicultural aspects and dimensions and the effects of these on consumer processes. Consumers and their attitudes it seems are not only influenced these days by their native culture, but also by the culture where they temporarily reside. Therefore researchers are driven to provide comprehensive solutions to the challenges raised by globalisation, and to illustrate advanced research methods of cultural influences on behaviour. Hence, by investigating whether any change of cultural environment results in a change of consumer attitudes towards e-commerce, this research project aims to offer a fresh approach and method, which might guide and inform us in the face of such emerging challenges.
Original languageEnglish
Publication statusPublished - Nov 2013
EventInternational Conference on e-Business and e-Commerce Management (ICBCM 2013) - London, United Kingdom
Duration: 18 Nov 201319 Nov 2013

Conference

ConferenceInternational Conference on e-Business and e-Commerce Management (ICBCM 2013)
CountryUnited Kingdom
CityLondon
Period18/11/1319/11/13

Keywords

  • e-commerce acceptance
  • technology acceptance model
  • TAM
  • organisational culture

Fingerprint Dive into the research topics of 'Does change of cultural environment change attitudes towards e-commerce? New research model investigating the effect of culture on e-commerce acceptance'. Together they form a unique fingerprint.

  • Cite this

    Lacka, E., Chan, H. K., & Yip, N. K. T. (2013). Does change of cultural environment change attitudes towards e-commerce? New research model investigating the effect of culture on e-commerce acceptance. Paper presented at International Conference on e-Business and e-Commerce Management (ICBCM 2013), London, United Kingdom.