The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China |
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| Authors: | Cheolho Yoon |
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| Affiliation: | Dept. of Business Administration, Mokpo National University, 61 Dorim-ri, Chungkye-myun, Muan-gun, Chonnam 534-729, Republic of Korea |
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| Abstract: | E-commerce is now international, and thus national culture can affect the behavior of customers. But e-commerce studies related to national culture are limited. Our study explored the effect of national culture on consumer acceptance of e-commerce in China. |
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| Keywords: | E-commerce National culture TAM Hofstede Trust Cross-culture |
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