Abstract—In recent years, with the rapid increase in global internet usage, many companies have entered the international market through e-commerce. Which has been regarded as a low cost and speed way. However, these firms have found that there is a lack of knowledge in consumers’ needs in the international market, which lead a high fail possibility. Therefore, it is important for the firms to understand the e-commerce adoption and use of behavior in different culture environment. In order to explore the behavior of cross-cultural consumers using e-commerce, this study takes the Technology Acceptance Model (TAM) as the main structure to exam the use of e-commerce for consumers, and adopt technology readiness as external variable to explore if it will affect the use behavior, and finally some elements of Theory of Planned Behavior (TPB) have adopted in this study and intend to strengthen the TAM model. On the other hand, this study is based on three Asian emerging market countries, including Taiwan, Hong Kong and Indonesia. This study-administrated questionnaires to the experienced online shoppers to compare their attitude and behavior in different culture environments. SEM is applied in this study as a main statistical analysis technology. Samples from these three countries were rigorously analyzed and verified. The results show that consumers in higher degree of power distance index (PDI) are less concerned about whether e-commerce can help their own accomplishments, and the rest of results verify the findings of previous studies. This study provides practical advices on the conclusion of the study, provided to the enterprise as a strategy for the development of cross-border e-commerce strategy.

Index Terms—Technology acceptance model, technology readiness, theory of planned behavior, structural equation modeling, e-commerce adoption.

Michael Yao-Ping Peng is with Yango University, Fuzhou City, Fujian Province Chinese Mawei District Tang Lung Road, China (email: s91370001@mail2000.com.tw).
Lin Ku-Ho is with Chung Hsin University, 145 Xingda Rd., South Dist., Taichung City 402, Taiwan.

Cite: Michael Yao-Ping Peng, Lin Ku-Ho, "The Study of Customer’s e-Commerce Adoption Behavior in Different Countries: A Technology Acceptance Model View," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 9, no. 3, pp. 235-242, 2019.