Article,
National culture and global diffusion of business-to-consumer e-commerce
CROSS CULTURAL MANAGEMENT-AN INTERNATIONAL JOURNAL, 16 (1): 83-101 (2009)
DOI: {10.1108/13527600910930059}
Abstract
Purpose - The purpose of this study is to investigate the effects of
national culture on the diffusion process of business-to-consumer (B2C)
e-commerce using Hall's cultural classifications and Hofstede's
multicultural framework.
Design/methodology/approach - Time-series secondary data across 58
countries were utilized and independent samples t-test and
nonparametric correlation analyses were conducted to test the proposed
hypotheses.
Findings - Results of the study suggest that high-context and
polychronic cultures are more conducive to the adoption and diffusion
of internet retailing. An unexpected finding is evidence of the
significant positive impact of uncertainty avoidance on B2C e-commerce
adoption.
Practical implications - Based on the empirical findings of the study,
managerial implications are derived. These insights may help global
internet marketers predict B2C e-commerce adoption and diffusion across
countries and formulate more effective online marketing and
communication strategies by accommodating for cultural influences
during the diffusion process. Limitations and directions for future
research are also discussed.
Originality/value - This study is among the few large-scale empirical
studies attempting to establish the importance
