The Impact of National Culture Dimensions on the Adoption of Cross-Border E-Commerce: A Comparative Study

Isaac Kofi Mensah, Guohua Zeng and Chuanyong Luo
Additional contact information
Isaac Kofi Mensah: School of Economics and Management, Jiangxi University of Science and Technology, China
Guohua Zeng: School of Economics and Management, Jiangxi University of Science and Technology, China
Chuanyong Luo: School of Economics and Management, East China Jiaotong University, China

International Journal of Information Systems in the Service Sector (IJISSS), 2020, vol. 12, issue 4, 91-112

Abstract: This study integrated the cultural dimensions such as power distance, collectivism, uncertainty avoidance, masculinity, and long-term orientation into the UTAUT to examine the comparative impact of cultural dimensions on the adoption of cross-border e-commerce between the Chinese and Russian citizens. The data analysis was conducted with SPSS and Smart PLS 3.0. The results indicate that power distance, collectivism, and long-term orientation respectively were significant predictors of performance expectancy and effort expectancy of cross-border e-commerce for both Chinese and Russian citizens. Uncertainty avoidance and masculinity were also found to determine the performance expectancy of cross-border e-commerce. However, while uncertainty avoidance and masculinity were significant determinants of the effort expectancy of cross-border e-commerce in the context of the Russia sample, it was not so for the Chinese sample. In addition, performance expectancy and social influence were positive predictors of the intention to use cross-border e-commerce for both Chinese and Russia samples.

Date: 2020
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... 18/IJISSS.2020100105 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jisss0:v:12:y:2020:i:4:p:91-112

Access Statistics for this article

International Journal of Information Systems in the Service Sector (IJISSS) is currently edited by John Wang

More articles in International Journal of Information Systems in the Service Sector (IJISSS) from IGI Global
Bibliographic data for series maintained by Journal Editor ().