From “ancient” to “modern”: A cross-cultural investigation of electronic commerce adoption in Greece and the United States
Abstract
Globalization and the ubiquitous nature of the Internet facilitate e‐commerce activities across nations. An empirical study was conducted using data from Greek and US consumers in order to obtain a better understanding of cross‐cultural e‐commerce adoption. The results give support for the proposed hypotheses, emphasizing the moderating role of cultural differences on consumer e‐commerce adoption. The unique contributions of this paper are three fold. First, we introduce Hofstede's cultural dimension of uncertainty avoidance to the study of cross‐cultural e‐commerce adoption model. Second, we apply the theory of planned behavior perspective to capture behavioral intentions to transact online in two dissimilar countries – Greece and the US. Finally, the paper discusses several insights from this exploratory study that enrich the cross‐cultural e‐commerce literature.
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The moderating role of cultural traits in the online shopping environment has been found in several studies.
“The moderating role of cultural traits in the online shopping environment has been found in several studies (Chai & Pavlou, 2004;Ganguly et al., 2010;Yoon, 2009).”
From Drivers of Consumer Adoption of e-Commerce: a Meta-Analysis (2022) · cites this paper as Chai & Pavlou, 2004
Chai and Pavlou (2004) found a moderating effect of culture (uncertainty avoidance trait) on the relationships between subjective norm and intention, and perceived behavioral control and intention.
“Chai and Pavlou (2004) found a moderating effect of the culture (uncertainty avoidance trait) on the relationships between subjective norm and intention, and perceived behavioral control and intention.”
From Drivers of Consumer Adoption of e-Commerce: a Meta-Analysis (2022) · cites this paper as Chai & Pavlou, 2004
Cites
The theory of planned behavior
Ajzen, I. (1991) · Organizational Behavior and Human Decision Processes · doi:10.1016/0749-5978(91)90020-t · Cited by 90,587 · see citing works
What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology
McKnight, D. H., & Chervany, N. L. (2001) · International Journal of Electronic Commerce · doi:10.1080/10864415.2001.11044235 · Cited by 2,282 · see citing works
AGE DIFFERENCES IN TECHNOLOGY ADOPTION DECISIONS: IMPLICATIONS FOR A CHANGING WORK FORCE
MORRIS, M. G., & VENKATESH, V. (2000) · Personnel Psychology · doi:10.1111/j.1744-6570.2000.tb00206.x · Cited by 1,723 · cited 1× · see citing works
“report that subjective norm is a significant antecedent of IS adoption intention and Morris and Venkatesh (2000)”
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Organic food consumption in Europe: international segmentation based on value system differences
Ruiz de Maya, S., López-López, I., & Munuera, J. L. (2011) · Ecological Economics · doi:10.1016/j.ecolecon.2011.04.019 · Cited by 156 · see citing works
Hofstede’s cultural dimensions in technology acceptance models: a meta-analysis
Jan, J., Alshare, K. A., & Lane, P. L. (2024) · Universal Access in the Information Society · doi:10.1007/s10209-022-00930-7 · Cited by 127 · see citing works
Drivers of Consumer Adoption of e-Commerce: a Meta-Analysis
Zerbini, C., Bijmolt, T. H. A., Maestripieri, S., & Luceri, B. (2022) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2022.04.003 · Cited by 68 · see citing works
- Authors
- Chai, L., & Pavlou, P. A.
- Affiliations
- University of Southern California (US)
- University of California, Riverside (US)
- ORCID
- Pavlou, Paul A.
- Venue
- Journal of Enterprise Information Management
- Publisher
- Emerald
- Published
- 2004-12-01
- Volume
- 17
- Issue
- 6
- Pages
- 416-423
- ISSN
- 1741-0398 (ISSN-L)
- OpenAlex
- W2049550380
- Cited by
- 81
- References
- 3
- Citations by year
- 2026: 1 · 2025: 3 · 2024: 3 · 2023: 3 · 2022: 5 · 2021: 3 · 2019: 3 · 2018: 1 · 2017: 7 · 2016: 1 · 2015: 6 · 2014: 8 · 2013: 4 · 2012: 9
- FWCI
- 5.97
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Enterprise Information Management (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Business and International Management › E-commerce and Technology Innovations
- Keywords
- e-commerce adoption, cross-cultural consumer behavior, uncertainty avoidance, Hofstede cultural dimensions, theory of planned behavior, Greece, United States
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