Revealing the effect of acculturation process on e-commerce acceptance: The case of intra-European acculturation

Lacka, Ewelina and Yip, Nick (2018) Revealing the effect of acculturation process on e-commerce acceptance: The case of intra-European acculturation. Industrial Management and Data Systems, 118 (6). pp. 1251-1265. ISSN 0263-5577

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Abstract

The popularity of e-commerce has increased significantly over recent years. However, this growth is not shared by all European Union states. One reason for this discrepancy is culture which impacts on e-commerce acceptance. The purpose of this research is to reveal the effect of acculturation process on e-commerce acceptance. Structural equation modelling is employed to test three research models: Technology Acceptance Model, Theory of Planned Behaviour Model and Motivational Model. The findings show that attitudes towards e-commerce change in relation to the perception of control and the influence of subjective norms, which impact intentions to use e-commerce before movement to a host country’s culture. However, its effect diminishes after the exposure to the influence of a host culture. This is the first study to demonstrate the existence of the effect of acculturation process on mingling and migrating consumers and their changing attitudes towards e-commerce acceptance.

Item Type: Article
Uncontrolled Keywords: technology acceptance,e-commerce,acculturation,culture,europe
Faculty \ School: Faculty of Social Sciences > Norwich Business School
Depositing User: Pure Connector
Date Deposited: 07 Jun 2018 09:30
Last Modified: 22 Apr 2020 06:42
URI: https://ueaeprints.uea.ac.uk/id/eprint/67316
DOI: 10.1108/IMDS-11-2017-0509

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