A Cross Cultural Comparison of Consumers' Acceptance of the Web Marketing Facilities

Abstract

ABSTRACT This article examines attitudes toward Acceptance of Web Marketing Facilities (AWMF) in Britain, Denmark and Turkey to compare cross-cultural differences. This study was inspired by Fred Davis' Technology Acceptance Model (TAM). The TAM's components have been adapted to Web Marketing Facilities (WMF), and components of usefulness, ease of use, attitude and intention of WMF have been constructed and detailed in order to show main differences in these countries' AWMF. An AWMF scale was developed with satisfactory reliability scores. Findings showed that the differences of AWMF between young internet users of Turkey and the other two countries originate from information technology infrastructural problems in Turkey rather than cultural background.