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

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.