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

Purpose 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 paper is to reveal the effect of acculturation p...

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Bibliographic Details
Published inIndustrial management + data systems Vol. 118; no. 6; pp. 1251 - 1265
Main Authors Lacka, Ewelina, Yip, Nick K.T.
Format Journal Article
LanguageEnglish
Published Wembley Emerald Group Publishing Limited 13.08.2018
Subjects
Acceptance
Acculturation
Attitudes
Boundaries
Consumers
Consumption
Cultural factors
Cultural values
Culture
Electronic commerce
EU directives
Host country
Investigations
Norms
Sales
Shopping
Studies
Technology utilization
United States > US
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Summary:Purpose 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 paper is to reveal the effect of acculturation process on e-commerce acceptance. Design/methodology/approach Structural equation modelling is employed to test three research models: technology acceptance model, theory of planned behaviour model and motivational model. Findings 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. Originality/value 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.
ISSN:0263-5577
1758-5783
DOI:10.1108/IMDS-11-2017-0509