Volume 4 Number 2 (Apr. 2014)
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IJEEEE 2014 Vol.4(2): 116-119 ISSN: 2010-3654
DOI: 10.7763/IJEEEE.2014.V4.313

Does Change of Cultural Environment Change Attitudes toward e-Commerce? New Research Method Investigating the Effect of Culture on e-Commerce Acceptance

Ewelina Lacka, Hing Kai Chan, and Nick Yip
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.

Index Terms— E-commerce acceptance, culture, TAM.

E. Lacka, H. K. Chan, and N. Yip are with the Norwich Business School, University of East Anglia, Norwich, UK (e-mail: e.lacka@uea.ac.uk, h.chan@uea.ac.uk, n.yip@uea.ac.uk).

Cite: Ewelina Lacka, Hing Kai Chan, and Nick Yip, " Does Change of Cultural Environment Change Attitudes toward e-Commerce? New Research Method Investigating the Effect of Culture on e-Commerce Acceptance," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 4, no. 2, pp. 116-119, 2014.

General Information

ISSN: 2010-3654
Frequency: Quarterly (Since 2015)
Editor-in-Chief: Prof. Kuan-Chou Chen
Executive Editor: Mr. Ron C. Wu
Abstracting/ Indexing: Engineering & Technology Digital Library, Google Scholar, Electronic Journals Library, QUALIS, ProQuest, EI (INSPEC, IET)
E-mail: ijeeee@iap.org
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