An Empirical Study on the Factors of National Culture Values Influencing Intention of E-commerce

Abstract

Abstract.We investigated the association of national culture for the consumer acceptance of e-commerce. We examined the consumer acceptance of ecommerce in Russia with the research model adapted from previous researchers. We also incorporated national cultural dimensions as moderators in the model. We discovered that the model of consumer acceptance was also applicable for developing countries. Perceived usefulness, perceived ease of use, and trust played important roles in the consumer acceptance of e-commerce in developing countries and developed countries.