Revealing the effect of acculturation process on e-commerce acceptance: The case of intra-European acculturation
Industrial Management & Data Systems
ISSN: 0263-5577
Article publication date: 8 August 2018
Issue publication date: 13 August 2018
Abstract
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.
Keywords
Citation
Lacka, E. and Yip, N.K.T. (2018), "Revealing the effect of acculturation process on e-commerce acceptance: The case of intra-European acculturation", Industrial Management & Data Systems, Vol. 118 No. 6, pp. 1251-1265. https://doi.org/10.1108/IMDS-11-2017-0509
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited