Revealing the effect of acculturation process on e-commerce acceptance: the case of intra-European acculturation

Lacka, E. and Yip, N. (2018) Revealing the effect of acculturation process on e-commerce acceptance: the case of intra-European acculturation. Industrial Management and Data Systems, 118(6), pp. 1251-1265. (doi: 10.1108/IMDS-11-2017-0509)

Abstract

Purpose: The popularity of e-commerce has increased significantly over recent years. However, this growth is not shared by all European Union states. One reason for this discrepancy is culture which impacts on e-commerce acceptance. The purpose of this paper is to reveal the effect of acculturation process on e-commerce acceptance. Design/methodology/approach: Structural equation modelling is employed to test three research models: technology acceptance model, theory of planned behaviour model and motivational model. Findings: The findings show that attitudes towards e-commerce change in relation to the perception of control and the influence of subjective norms, which impact intentions to use e-commerce before movement to a host country’s culture. However, its effect diminishes after the exposure to the influence of a host culture. Originality/value: This is the first study to demonstrate the existence of the effect of acculturation process on mingling and migrating consumers and their changing attitudes towards e-commerce acceptance.

• Item Type: Articles
• Status: Published
• Refereed: Yes
• Glasgow Author(s) Enlighten ID: Lacka, Dr Ewelina
• Authors: Lacka, E., and Yip, N.
• College/School: College of Social Sciences > Adam Smith Business School > Management
• Journal Name: Industrial Management and Data Systems
• Publisher: Emerald
• ISSN: 0263-5577
• ISSN (Online): 1758-5783
• Copyright Holders: Copyright © 2018 Emerald Publishing Limited
• First Published: First published in Industrial Management and Data Systems 118(6): 1251-1265
• Publisher Policy: Reproduced in accordance with the publisher copyright policy