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.

Conference

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

Fingerprint

Industry
Electronic commerce
Acceptance
Attitude change
Consumer attitudes
Global economy
Shopping
Research methods
Online shopping
Globalization
Cultural influences

Keywords

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

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.
Lacka, Ewelina ; Chan, Hing Kai ; Yip, Nick K. T. / 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.
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Lacka, E, Chan, HK & Yip, NKT 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, 18/11/13 - 19/11/13, .

Does change of cultural environment change attitudes towards e-commerce? New research model investigating the effect of culture on e-commerce acceptance. / Lacka, Ewelina; Chan, Hing Kai; Yip, Nick K. T.

2013. Paper presented at International Conference on e-Business and e-Commerce Management (ICBCM 2013), London, United Kingdom.

Research output: Contribution to conferencePaper

TY - CONF

T1 - Does change of cultural environment change attitudes towards e-commerce? New research model investigating the effect of culture on e-commerce acceptance

AU - Lacka, Ewelina

AU - Chan, Hing Kai

AU - Yip, Nick K. T.

PY - 2013/11

Y1 - 2013/11

N2 - 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.

AB - 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.

KW - e-commerce acceptance

KW - technology acceptance model

KW - TAM

KW - organisational culture

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