Despite the internationalization of e-commerce, it is our contention that national cultures still play an important role in affecting online customers’ behaviours. Nevertheless, few researchers have studied the impact of national cultures on e-commerce. To fill this gap, this paper explores the role that culture plays with respect to consumers’ acceptance of e-commerce in Italy. Using a previous model as a foundation on our work, we study the effect of culture on perceived usefulness, perceived ease of use, trust and intention to use of e-commerce in Italy. Moreover, by employing Hofstede’s cultural dimensions (power distance, individualism, masculinity, uncertainty avoidance and long-term orientation) as moderators, our empirical results show that power distance and individualism affect significantly the relationship between trust and intention to use e-commerce in Italy. Contrary to expectations masculinity, uncertainty avoidance and longterm orientation have no significant effect on the diffusing of e-commerce. Lastly, a comparison with a similar study carried out in China provides a further support of our results and underlines the influence of national cultures on e-commerce acceptance.

Capece, G., Calabrese, A., DI PILLO, F., Costa, R., Crisciotti, V. (2013). The Impact of National Culture on E-commerce Acceptance: the Italian Case. KNOWLEDGE AND PROCESS MANAGEMENT, 20(2), 102-112 [10.1002/kpm.1413].

The Impact of National Culture on E-commerce Acceptance: the Italian Case

CAPECE, GUENDALINA;CALABRESE, ARMANDO;DI PILLO, FRANCESCA;COSTA, ROBERTA;
2013-01-01

Abstract

Despite the internationalization of e-commerce, it is our contention that national cultures still play an important role in affecting online customers’ behaviours. Nevertheless, few researchers have studied the impact of national cultures on e-commerce. To fill this gap, this paper explores the role that culture plays with respect to consumers’ acceptance of e-commerce in Italy. Using a previous model as a foundation on our work, we study the effect of culture on perceived usefulness, perceived ease of use, trust and intention to use of e-commerce in Italy. Moreover, by employing Hofstede’s cultural dimensions (power distance, individualism, masculinity, uncertainty avoidance and long-term orientation) as moderators, our empirical results show that power distance and individualism affect significantly the relationship between trust and intention to use e-commerce in Italy. Contrary to expectations masculinity, uncertainty avoidance and longterm orientation have no significant effect on the diffusing of e-commerce. Lastly, a comparison with a similar study carried out in China provides a further support of our results and underlines the influence of national cultures on e-commerce acceptance.
2013
Pubblicato
Rilevanza internazionale
Articolo
Esperti anonimi
Settore ING-IND/35 - INGEGNERIA ECONOMICO-GESTIONALE
English
Senza Impact Factor ISI
Capece, G., Calabrese, A., DI PILLO, F., Costa, R., Crisciotti, V. (2013). The Impact of National Culture on E-commerce Acceptance: the Italian Case. KNOWLEDGE AND PROCESS MANAGEMENT, 20(2), 102-112 [10.1002/kpm.1413].
Capece, G; Calabrese, A; DI PILLO, F; Costa, R; Crisciotti, V
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/2108/98514
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