The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China

Yoon, Cheolho

doi:10.1016/j.im.2009.06.001

Cited by 426Technology Adoption and User BehaviourCultural Differences and ValuesConsumer Behavior and Marketing Influence

The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China

Yoon, Cheolho·2009·Information & Management

DOI 10.1016/j.im.2009.06.001

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Previous research employed uncertainty avoidance as one of the important factors and has identified its impact in the commercial/e-commerce context.
“Previous research employed uncertainty avoidance as one of the important factors and has identified its impact in the commercial / e-commerce context [76,77].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [76]
Consumers with a high degree of UA feel lower trust to engage in online shopping because they usually perceive e-commerce as having uncertain effects.
“Yoon (2009), discussed the moderating role of UA on perceived usefulness and found that consumers with a high degree of UA feels lower trust to engage in online shopping because they usually perceive e-commerce as having uncertain effects.”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Yoon (2009)
Individualistic consumers are usually more willing to rely on online shopping and trust them than collectivist consumers.
“Yoon (2009) also noted that individualistic are usually more willing to rely on online shopping and trust them than a collectivist.”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Yoon (2009)
The Individualism and Uncertainty Avoidance scales were found acceptable in information systems research, adding to the items validity.
“The researchers (McCoy et al., 2005; Srite and Karahanna, 2006; Yoon, 2009) found the scales acceptable in information systems research and thereby adding to the items validity.”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Yoon, 2009
In collectivist and high uncertainty avoidance culture, consumers are reluctant to engage in online shopping.
“In collectivist and high UA culture, consumers are reluctant to engage in online shopping.”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Yoon, 2009

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Authors: Yoon, C.
Affiliations: Mokpo National University (KR)
Corresponding author: Yoon, Cheolho
ORCID: Yoon, Cheolho
Venue: Information & Management
Publisher: Elsevier BV
Published: 2009-06
Volume: 46
Issue: 5
Pages: 294-301
ISSN: 0378-7206 (ISSN-L)
DOI: 10.1016/j.im.2009.06.001
OpenAlex: W2021433146
Cited by: 425
References: 22
Citations by year: 2026: 8 · 2025: 21 · 2024: 23 · 2023: 28 · 2022: 36 · 2021: 42 · 2020: 39 · 2019: 22 · 2018: 35 · 2017: 22 · 2016: 33 · 2015: 26 · 2014: 29 · 2013: 16 · 2012: 23
FWCI: 31.92
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: Information & Management (publishedVersion)
Topics: Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
Keywords: national culture, online shopping, consumer behavior, Hofstede cultural dimensions, uncertainty avoidance, long-term orientation, masculinity, perceived usefulness, perceived ease of use, trust, intention to use, moderating effect, Chinese consumers

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