期刊
INDUSTRIAL MANAGEMENT & DATA SYSTEMS
卷 118, 期 6, 页码 1251-1265出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IMDS-11-2017-0509
关键词
Culture; Technology acceptance; E-commerce; Europe; 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 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.
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