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Title:
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CULTURE AND E-COMMERCE ACCEPTANCE IN INDONESIA |
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Author(s):
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Arief Rahman, Wahyu Wardhani Putri |
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ISBN:
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978-989-8533-50-0 |
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Editors:
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Miguel Baptista Nunes, Pedro Isaías and Philip Powell |
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Year:
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2016 |
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Edition:
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Single |
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Keywords:
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e-commerce, national culture, acceptance, Indonesia |
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Type:
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Full Paper |
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First Page:
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39 |
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Last Page:
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46 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The purpose of this research was to examine the impacts of Indonesia national culture in the consumer e-commerce acceptance. Based on Hofstedes cultural dimensions, this research investigates the moderating effect of power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation. The Partial Least Square (PLS) method was employed to analyze of the model. Involving 172 respondents through online and direct survey, this study found that all variables of national culture except masculinity and long-term orientation moderate e-commerce acceptance in Indonesia. The research contributes to the theory as well as to the practice. The discussion on the implications for theory and practice are included in the paper. |
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