A cross-cultural study of E-commerce-Exploring factors that influence individual to buy

This project is a cross-cultural research that is designed to look into the aspects that have an impact on website visitors to buy online or to steer clear of e-commerce and whether these elements play the same role in diverse cultures. The original sample was comprised of 103 worldwide students from 35 diverse nationalities researching in the east of The Netherlands. In accordance with the cultural dimensions of Hofstede, students were viewed as low or high UAI (Uncertainty Avoidance) and as low or high IDV (Individualism – Collectivism). The ultimate sample consisted of Twenty-four low and Twenty-eight high UAI participants and Twenty six low and Twenty-four high IDV participants. The end result is that ‘better prices’ is the key aspect having an influence on e-commerce adoption for all cultures. Nevertheless, there is certainly conflict regarding to the next most mentioned factor. For low UAI and high IDV is ‘availability’, while for low IDV and high UAI is ‘convenience’. However, there is certainly agreement related to factors impacting visitors to avoid e-commerce: worries about privacy/security on the Internet. At the same time, giving privacy guarantees on the World wide web is very crucial for all individuals unbiased of their cultural values. It is outstanding that cultures adopt e-commerce influenced by diverse factors but avoid e-commerce based on the same type of factors.

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1. Introduction
2. Factors Determining E-commerce Use
2.1 Factors Influencing Online Purchases Positively
2.2 Factors Influencing Online Purchases Negatively
2.3 Cross-cultural Studies
3. Culture
3.1 Concept of Culture
3.2 Dimensions of Cultural Values
3.2.1 Power Distance (PDI)
3.2.2 Uncertainty Avoidance (UAI)
3.2.3 Individualism – Collectivism (IDV)
3.2.4 Masculinity – Femininity (MAS)
3.2.5 Long versus Short-Term Orientation (LTO)
3.3 Using the Dimensions in Cross-cultural Studies
3.4 Hypotheses
4. Method
4.1 Participants
4.2 Questionnaire
4.3 Collection and Analysis of Data
5. Results
5.1 Participants
5.2 Cultural Values
5.2.1 Uncertainty Avoidance (UAI)
5.2.2 Individualism – Collectivism (IDV)
5.2.3 National Indexes x Individual Indexes
5.3 Hypotheses
5.3.1 Purpose of Internet Usage
5.3.2 Online Purchases
5.3.3 Internet Usage and Online Purchases
5.3.4 Factors Influencing Online Purchases Positively
5.3.5 Most Important Features
5.3.6 Factors Influencing Online Purchases Negatively
5.3.7 Security Concerns
5.3.8 Privacy Guarantees
5.3.9 Credit Card Usage Credit Card Fraud
5.4 Product/Service 466. Discussion
6.1 Conclusions
6.2 Analysis of the Theoretical Framework
6.3 Limitations of the Study…….

The Most Influential Factors of Ecommerce : Online Shopping Behavior

Source: University of Twente

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