The Effects of National Culture Values on Consumer Acceptance of E-commerce

by Arvid Wahlberg

Institution: KTH Royal Institute of Technology
Year: 2015
Keywords: E-commerce; National Culture; E-commerce penetration; E-commerce acceptance; Sweden; TAM; Technology Acceptance Model; Hofstede’s dimensions of national culture; Trust; SEM; PLS-Graph; Social Sciences; Economics and Business; Business Administration; Samhällsvetenskap; Ekonomi och näringsliv; Företagsekonomi; Media and Communications; Information Systems, Social aspects; Medie- och kommunikationsvetenskap; Systemvetenskap, informationssystem och informatik med samhällsvetenskaplig inriktning; Civilingenjörsexamen - Industriell ekonomi; Master of Science in Engineering - Industrial Engineering and Management
Record ID: 1357709
Full text PDF: http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-163222


A large amount of research has been conducted in order to seek explanations that clarify e-commerce acceptance throughout the world; however, there is a gap in the research as to how e-commerce acceptance is attributable to national culture. Two previous studies (Yoon, 2009), (Capece, et al., 2013) used Hofstede’s five dimensions of national culture in conjunction with the Technology Acceptance Model (TAM) as a means to filling this gap with perspectives on low-acceptance populations (China in 2008 and Italy in 2013). The study presented in this paper is a continuation of the previous work, offering a perspective on a high-acceptance population (Sweden).<strong> </strong> The main research question is about investigating how Swedish e-commerce acceptance is related to national culture, and the answer is sought by probing on the Swedish perspective of e-commerce in the light of the TAM, e-commerce trust, and Hofstede’s five dimensions of national culture in an online survey. The data is analyzed using Structural Equation Modeling (SEM), and compared to the findings of the Chinese and Italian precursors. Furthermore, an attempt is made to explain the contrast between the comparably high e-commerce acceptance in Sweden to the lower degrees of acceptance in China and Italy.<strong></strong>