Is eCommerce boundary-less? Effects of individualism-collectivism and uncertainty avoidance on Internet shopping
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Online shopping is associated with a higher level of uncertainty than shopping from a physical store, making it difficult for consumers to check store legitimacy, protect personal information, and ensure timely product arrival.
“Online shopping is closely associated with a high level of uncertainty than shopping from a physical store, and this virtual business environment makes it di cult for consumers to check the legitimacy of the store before purchase, to protect their personal information after the shopper key in their credit card number and to ensure the product will arrive on time [99].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [99]
Online shopping is inherently associated with higher levels of uncertainty than shopping in offline retail environments.
“Online shopping is inherently associated with high levels of uncertainty compare to shopping in o ine retail environments, for potential buyers often lack information about the legitimacy of the store prior to purchase, they may fall into the trap that anything could happen when they key in credit information, and they are also worried about whether the product will arrive on time [99].”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [99]
Uncertainty avoidance remains a vital factor in the cross-border e-commerce setting, beyond findings obtained only within the general e-commerce context.
“Compared with findings only within the e-commerce context [99], this study indicates that the UA is still vital in the cross-border e-commerce setting.”
From Investigating the Impact of Critical Factors on Continuance Intention towards Cross-Border Shopping Websites (2019) · cites this paper as [99]
Adoption rates of online shopping are higher for individualist than for collectivist cultures.
“Adoption rates of online shopping are higher for individualist than for collectivist cultures (Lim et al., 2004).”
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 Lim et al., 2004
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BackgroundNational culture and consumer trust in e-commerce
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BackgroundInfluentialUnderstanding loyalty in multichannel retailing: the role of brand trust and brand attachment
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“Individualism-collectivism is related to trust in that members of individualist cultures form trust via a calculative process, whereas collectivist cultures build trust via a prediction or transference process (Lim et al., 2004; Doney et al., 1998).”
BackgroundConsumer behavior in the online context
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“Two examples are differences in uncertainty avoidance in online shopping (Lim et al., 2004) and perceptions of interactivity (Ko et al.”
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“Second, recent research has addressed the role of cultural differences on consumers’ behavior in ecommerce and called for more research from a cultural perspective (Gefen and Heart, 2006; Lim et al., 2004; Sia etal., 2009).”
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Social trust and angel investors' decisions: A multilevel analysis across nations
Ding, Z., Au, K. Y.-F., & Chiang, F. F. T. (2014) · Journal of Business Venturing · doi:10.1016/j.jbusvent.2014.08.003 · Cited by 113 · see citing works
“…studied possible confounding effects cultural values, looking into cultural dimensions that are related to social trust and business transactions (Lim et al., 2004; Li and Zahra, 2012), namely power distance (PDI), individualism-collectivism (IDV), and uncertainty avoidance (UAI) (Hofstede,…”
Frías, D. M., Rodríguez, M. A., García, J. A. C., Sabiote, C. M., & Buhalis, D. (2011) · International Journal of Tourism Research · doi:10.1002/jtr.870 · Cited by 112 · see citing works
Project management deployment: The role of cultural factors
Bredillet, C. N., Yatim, F., & Ruiz, P. (2009) · International Journal of Project Management · doi:10.1016/j.ijproman.2009.10.007 · Cited by 103 · see citing works
Recruiting across cultures: A value-based model of recruitment
Ma, R., & Allen, D. G. (2009) · Human Resource Management Review · doi:10.1016/j.hrmr.2009.03.001 · Cited by 100 · see citing works
Al‐Adwan, A. S., Alrousan, M. K., Yaseen, H., Alkufahy, A. M., & Alsoud, M. A. (2022) · Journal of Open Innovation Technology Market and Complexity · doi:10.3390/joitmc8030136 · Cited by 111 · see citing works
A cross‐cultural comparison of self‐service technology use
Nilsson, D. (2007) · European Journal of Marketing · doi:10.1108/03090560710728381 · Cited by 87 · see citing works
Deploying human capital for innovation: A study of multi-country manufacturing firms
Ma, L., Zhai, X., Zhong, W., & Zhang, Z.-X. (2018) · International Journal of Production Economics · doi:10.1016/j.ijpe.2018.12.001 · Cited by 88 · see citing works
Cultural adaptation in cross border e-commerce: A study of German companies
Sinkovics, R. R., Yamin, M., & Hossinger, M. (2007) · Research Explorer (The University of Manchester) · Cited by 85 · see citing works
Wu, Z., & Liu, Y. (2022) · International Journal of Bank Marketing · doi:10.1108/ijbm-02-2022-0052 · Cited by 93 · see citing works
de Mooij, M. K. (2017) · International Marketing Review · doi:10.1108/imr-02-2016-0047 · Cited by 83 · see citing works
Special Issue: Trust in Online Environments
Benbasat, I., Gefen, D., & Pavlou, P. A. (2008) · Journal of Management Information Systems · doi:10.2753/mis0742-1222240400 · Cited by 81 · see citing works
“…across cultures came up with mixed results: showing consistent relationships among the United States, Israel, and Australia [12], all quite similar culturally, or suggesting the need to include culture in the model because trust, and its antecedents, changed across cultures [6, 10, 13, 16, 23].”
Investigating cross-national heterogeneity in the adoption of online hotel reviews
Ayeh, J. K., Au, N., & Law, R. (2016) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2016.04.003 · Cited by 76 · see citing works
Organizational and Environmental Factors with the Mediating Role of E-Commerce and SME Performance
Hussain, A., Shahzad, A., & Hassan, R. (2020) · Journal of Open Innovation Technology Market and Complexity · doi:10.3390/joitmc6040196 · Cited by 102 · see citing works
Attracting Shoppers to Shop Online—Challenges and Opportunities for the Indian Retail Sector
Khare, A., Khare, A., & Singh, S. (2012) · Journal of Internet Commerce · doi:10.1080/15332861.2012.689570 · Cited by 86 · see citing works
“The findings support earlier research that collectivist societies are less likely to adopt online shopping since they are influenced by groups, families, and friends in their purchase behavior (Lim et al. 2004).”
ResultVelasco, F., Yang, Z., & Janakiraman, N. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.11.015 · Cited by 78 · see citing works
Mohammed, Z. A., & Tejay, G. P. S. (2017) · Computers & Security · doi:10.1016/j.cose.2017.03.001 · Cited by 76 · see citing works
Salehan, M., Kim, D., & Lee, J.-N. (2018) · Information Manager (The) · doi:10.1016/j.im.2018.03.003 · Cited by 69 · see citing works
Overall Perceived Value of a Tourism Service Delivered via Different Media
Sabiote-Ortiz, C. M., Frías-Jamilena, D. M., & García, J. A. C. (2014) · Journal of Travel Research · doi:10.1177/0047287514535844 · Cited by 73 · see citing works
“People from cultures with high uncertainty avoidance will be more inclined to avoid online purchasing than individuals from cultures with a low level of uncertainty avoidance (Lim et al. 2004).”
BackgroundEFFECTS OF COLLECTIVISM ON ACTUAL S-COMMERCE USE AND THE MODERATING EFFECT OF PRICE CONSCIOUSNESS
Noh, M., Lee, K., Kim, S., & Garrison, G. (2013) · Journal of electronic commerce research · Cited by 71 · see citing works
Agarwal, J., & Wu, T. Y. S. (2015) · Thunderbird International Business Review · doi:10.1002/tie.21694 · Cited by 73 · see citing works
E‐service quality as antecedent to e‐satisfaction
Sabiote, C. M., Frías, D. M., & García, J. A. C. (2012) · Online Information Review · doi:10.1108/14684521211229011 · Cited by 68 · see citing works
Sabiote, C. M., Frías, D. M., & García, J. A. C. (2012) · Internet Research · doi:10.1108/10662241211214557 · Cited by 68 · see citing works
Krishna, B., Krishnan, S., & Sebastian, M. P. (2022) · Information Systems Frontiers · doi:10.1007/s10796-022-10280-7 · Cited by 73 · see citing works
“As discussed, people from strong UA are resistant to change, presumably because change often involves uncertainty (Lim et al., 2004).”
Makri, K., & Schlegelmilch, B. B. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2017.05.016 · Cited by 66 · see citing works
Lu, Q., Pattnaik, C., Xiao, J., & Voola, R. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2017.09.027 · Cited by 62 · see citing works
Sohaib, O., & Kang, K. (2015) · International Journal of Electronic Business · doi:10.1504/ijeb.2015.069104 · Cited by 60 · see citing works
“Adoption rates of online shopping are higher for individualist than for collectivist cultures (Lim et al., 2004).”
Beyond Hofstede: Challenging the Ten Commandments of Cross-Cultural Research
Taras, V., & Steel, P. (2009) · Palgrave Macmillan UK eBooks · doi:10.1057/9780230240834_3 · Cited by 58 · see citing works
Online retailer reputation and consumer response: examining cross cultural differences
Kim, J., Yang, K., & Kim, B. Y. (2013) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-02-2012-0009 · Cited by 57 · see citing works
Rapp, J. C., Bernardi, R. A., & Bosco, S. M. (2010) · International Business Research · doi:10.5539/ibr.v4n1p3 · Cited by 56 · see citing works
Curbing shopping cart abandonment in C2C markets — an uncertainty reduction approach
Tang, H., & Lin, X. (2019) · Electronic Markets · doi:10.1007/s12525-018-0313-6 · Cited by 56 · see citing works
Lau, V. P., & Wong, Y. Y. (2009) · Journal of Business Ethics · doi:10.1007/s10551-009-0042-z · Cited by 52 · see citing works
Tseng, A.-H. (2016) · Tourism Management · doi:10.1016/j.tourman.2016.08.017 · Cited by 56 · see citing works
Dutta, N., & Bhat, A. (2016) · Journal of Internet Commerce · doi:10.1080/15332861.2016.1191053 · Cited by 55 · see citing works
“When dealing with countries high on uncertainty avoidance, organizations must stress trust in online stores to reduce the perceived risk associated with online transactions (Lim et al. 2004).”
BackgroundResultThe role of social trust in reward crowdfunding campaigns’ design and success
Shneor, R., Mrzygłód, U., Adamska‐Mieruszewska, J., & Fornalska, A. (2021) · Electronic Markets · doi:10.1007/s12525-021-00456-5 · Cited by 47 · see citing works
“…aspects may include alternative dimensions of market e-readiness such as technological, legal, and financial and commercial infrastructures (Javalgi and Ramsey 2001), as well as alternative cultural dimensions such as collectivism/individualism and uncertainty avoidance (Lim et al. 2004).”
BackgroundAn Empirical Study of E-Government Service Adoption: Culture and Behavioral Intention
Zhao, F. M., & Khan, M. S. (2013) · International Journal of Public Administration · doi:10.1080/01900692.2013.791314 · Cited by 47 · see citing works
“…show that culture (i.e., national culture in this study) has a significant influence on user behavior in technology diffusion (Straub et al., 1997; Lim et. al., 2004; Dwyer et al., 2005; Srite & Karahanna, 2006; Al-Gahtani et al., 2007; Carter & Weerakkody, 2008; Zhang & Maruping, 2008; Tifferet…”
BackgroundUnderstanding Country Level Adoption of E-Commerce
Ahluwalia, P., & Merhi, M. I. (2019) · Journal of Global Information Management · doi:10.4018/jgim.2020010101 · Cited by 50 · see citing works
Tan, C., Sutanto, J., Phang, C. W., & Gasimov, A. (2014) · Information Systems Research · doi:10.1287/isre.2014.0519 · Cited by 43 · see citing works
Effective and efficient usage of big data analytics in public sector
Merhi, M. I., & Bregu, K. (2020) · Transforming Government People Process and Policy · doi:10.1108/tg-08-2019-0083 · Cited by 38 · see citing works
Irawan, I., Elia, A., & Benius (2022) · Heliyon · doi:10.1016/j.heliyon.2022.e09139 · Cited by 44 · see citing works
Does it matter where to conduct training? Accounting for cultural factors☆
Yang, B., Wang, Y.-C., & Drewry, A. (2009) · Human Resource Management Review · doi:10.1016/j.hrmr.2009.03.002 · Cited by 45 · see citing works
From Privacy Concern to Uses of Social Network Sites: A Cultural Comparison via User Survey
Tsoi, H. K., & Chen, L. (2011) · International Conference on Social Computing · doi:10.1109/passat/socialcom.2011.71 · Cited by 44 · see citing works
“suggested that people from individualistic culture are more likely to have Internet shopping [23].”
BackgroundShi, Y., Sia, C., & Chen, H.-P. (2013) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2013.02.001 · Cited by 35 · see citing works
“Trust is critical in Internet-based consumption behaviors and can facilitate Internet shopping intentions and behaviors (Brynjolfsson & Smith, 2000; Hong & Cho, 2011; Jarvenpaa et al., 1999; Keen, 1997; Lim et al., 2004).”
Organizational identification among global virtual team members
Mukherjee, D., Hanlon, S. C., Kedia, B. L., & Srivastava, P. K. (2012) · Cross Cultural Management An International Journal · doi:10.1108/13527601211270002 · Cited by 43 · see citing works
Exploring the effect of uncertainty avoidance on taking voluntary protective security actions
Aurigemma, S., & Mattson, T. (2017) · Computers & Security · doi:10.1016/j.cose.2017.11.001 · Cited by 41 · see citing works
“Additionally, individuals with high levels of uncertainty have a greater faith in institutions (Lim et al., 2004), which may result in an enhanced effect for a fear appeal (especially if that fear appeal is coming from a highly reputable institution).”
BackgroundA typology of internet users based on comparative affective states: evidence from eight countries
Christodoulides, G., Michaelidou, N., & Siamagka, N. (2013) · European Journal of Marketing · doi:10.1108/03090561311285493 · Cited by 41 · see citing works
Furner, C. P., Drake, J. R., Zinko, R., & Kisling, E. L. (2021) · Journal of Internet Commerce · doi:10.1080/15332861.2020.1870342 · Cited by 46 · see citing works
Uncertainty Avoidance and Consumer Cognitive Innovativeness in E-Commerce
Sohaib, O., Kang, K., & Miliszewska, I. (2019) · Journal of Global Information Management · doi:10.4018/jgim.2019040104 · Cited by 39 · see citing works
Who buys Bitcoin? The cultural determinants of Bitcoin activity
Foley, S., Frijns, B., Garel, A., & Roh, T. (2022) · International Review of Financial Analysis · doi:10.1016/j.irfa.2022.102385 · Cited by 38 · see citing works
The Adoption of E-Business by Organizations in China: An Institutional Perspective
Kshetri, N. (2007) · Electronic Markets · doi:10.1080/10196780701296022 · Cited by 36 · see citing works
How Positive Informational Social Influence Affects Consumers’ Decision of Internet Shopping?
Lee, M., Cheung, C. M. K., Sia, C. L., & Lim, K. H. (2006) · Hawaii International Conference on System Sciences (HICSS) · doi:10.1109/hicss.2006.204 · Cited by 36 · see citing works
Shiu, E., Walsh, G., Hassan, L. M., & Parry, S. (2015) · Journal of Business Research · doi:10.1016/j.jbusres.2014.09.009 · Cited by 42 · see citing works
Does distance matter for internationally-oriented small firms?
Brock, J. K., Johnson, J. E., & Zhou, J. Y. (2010) · Industrial Marketing Management · doi:10.1016/j.indmarman.2010.08.007 · Cited by 35 · see citing works
Kramer, W. S., Shuffler, M. L., & Feitosa, J. (2017) · Human Resource Management Review · doi:10.1016/j.hrmr.2016.12.007 · Cited by 33 · see citing works
A study of customer satisfaction with online shopping: evidence from the UAE
Abdeldayem, M. M. (2010) · International Journal of Advanced Media and Communication · doi:10.1504/ijamc.2010.034659 · Cited by 35 · see citing works
Behind the Curtains of Privacy Calculus on Social Networking Sites: The Study of Germany and the USA
Krasnova, H., & Veltri, N. F. (2011) · Bern Open Repository and Information System (University of Bern) · Cited by 34 · see citing works
A comparative study of motivational differences for online shopping
Sangwan, S., Siguaw, J. A., & Guan, C. (2009) · ACM SIGMIS Database the DATABASE for Advances in Information Systems · doi:10.1145/1644953.1644957 · Cited by 33 · see citing works
“This finding is consistent with the work of Lim et al. (2004). More importantly, though, the empirical results of this study confirm that there is a significant difference in motivations in China and Singapore buyers, and Singapore buyers have higher positive need gratifications.”
ResultHow culture shapes consumer responses to anthropomorphic products
Baskentli, S., Hadi, R., & Lee, L. (2023) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2023.06.005 · Cited by 32 · see citing works
Global social networking sites and global identity: A three-country study
Makri, K., Papadas, K. A., & Schlegelmilch, B. B. (2019) · Journal of Business Research · doi:10.1016/j.jbusres.2019.11.065 · Cited by 35 · see citing works
Koç, E., & Ayyıldız, A. Y. (2021) · Sustainability · doi:10.3390/su132111630 · Cited by 32 · see citing works
XBRL: A New Global Paradigm for Business Financial Reporting
Liu, C. (2013) · Journal of Global Information Management · doi:10.4018/jgim.2013070104 · Cited by 33 · see citing works
Customers’ International Online Trust - Insights from Focus Group Interviews
Safari, A. (2012) · Journal of theoretical and applied electronic commerce research · doi:10.4067/s0718-18762012000200007 · Cited by 32 · see citing works
“Without trust the possibility for an exchange between the buyer and the seller decreases [10], [35], [44], [48], [68].”
BackgroundMa, Y., Ruangkanjanases, A., & Chen, S.-C. (2019) · Sustainability · doi:10.3390/su11215914 · Cited by 30 · see citing works
Alcántara-Pilar, J., del Barrio-García, S., Porcu, L., & Crespo‐Almendros, E. (2017) · Journal of Consumer Behaviour · doi:10.1002/cb.1656 · Cited by 28 · see citing works
Viberg, O., Kizilcec, R. F., Jivet, I., Martínez‐Monés, A., Oh, A. H., Mutimukwe, C., Hrastinski, S., & Scheffel, M. (2024) · Computers in Human Behavior Reports · doi:10.1016/j.chbr.2024.100416 · Cited by 41 · see citing works
Organizational readiness and the adoption of electronic business
Kollmann, T., Kuckertz, A., & Breugst, N. (2009) · ACM SIGMIS Database the DATABASE for Advances in Information Systems · doi:10.1145/1644953.1644961 · Cited by 29 · see citing works
“Lim et al. (2004) show that consumers adopt Internet shopping rather in countries with low levels of UAV than in countries with high levels of UAV.”
BackgroundTaras, V., & Steel, P. (2006) · Academy of Management Proceedings · doi:10.5465/ambpp.2006.27168701 · Cited by 29 · see citing works
Hassna, G., Rouibah, K., Lowry, P. B., Paliszkiewicz, J. O., & Mądra-Sawicka, M. (2023) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2023.101297 · Cited by 28 · see citing works
Antecedents of attitudes toward the website
Alcántara‐Pilar, J. M., & del Barrio‐García, S. (2015) · Cross Cultural Management An International Journal · doi:10.1108/ccm-04-2014-0044 · Cited by 28 · see citing works
Cultural, National, and Industry-Level Differences in B2B Web Site Design and Content
Usunier, J., Roulin, N., & Ivens, B. S. (2009) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415140202 · Cited by 28 · see citing works
“Empirical evidence for this is provided in a study where a strong correlation between individualism and e-commerce adoption was found in a B2C setting [82], but one would expect this relationship to hold true in a B2B context.”
BackgroundUncertainty Avoidance and Consumer Perceptions of Global e-Commerce Sites: A Multi-Level Model
Karahanna, E., Williams, C. K., Polites, G. L., Liu, B., & Seligman, L. (2013) · BIA (Drake University) · Cited by 28 · see citing works
- Authors
- Lim, K. H., Leung, K., Sia, C. L., & Lee, M. K.
- Affiliations
- City University of Hong Kong (HK)
- Corresponding author
- Lim, Kai H
- Venue
- Journal of International Business Studies
- Published
- 2004-09-09
- Volume
- 35
- Issue
- 6
- Pages
- 545-559
- ISSN
- 0047-2506 (ISSN-L)
- 1478-6990
- OpenAlex
- W2137728837
- Cited by
- 279
- References
- 79
- Citations by year
- 2026: 2 · 2025: 5 · 2024: 11 · 2023: 11 · 2022: 18 · 2021: 18 · 2020: 14 · 2019: 16 · 2018: 13 · 2017: 14 · 2016: 12 · 2015: 9 · 2014: 18 · 2013: 20 · 2012: 21
- FWCI
- 11.43
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- www.springer.com/tdm (tdm)
- Locations
- Journal of International Business Studies (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- City University of Hong Kong
- University of Hong Kong
- 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
- online shopping, individualism-collectivism, uncertainty avoidance, national culture, cross-cultural comparison, e-commerce, cultural dimensions, online retail
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