Abstract
The aim of this study is to identify the factors affecting consumer's acceptance of Arabic e-commerce websites and to propose a cultural technology acceptance model for consumer's acceptance of Arabic e-commerce websites. The proposed model was built based on, technology acceptance model, trust, perceived risk and Hofstede's cultural values as moderators between trust and perceived risk and purchase intention. In addition, Arabic language from literature review was added. Based on these theories and concepts, this study identifies the factors affecting consumer's acceptance of Arabic e-commerce websites.
Highlights
Technology has managed to go over every limitation that has ever arisen in various sectors of human life and the latest technology that has managed to do so is the Internet
Samiee (1998) stated that culture is the top facto that influences international marketing on the Internet (p.297)
Some studies utilized various national cultural values at the country level whereas others that are more current measured the values based on individual level
Summary
In the context of both business and trading, people have attempted to look for different methods of business expansion One of these methods is by investing through Internet-based firms during the dot-com era from 1995-2001. Cultural values have been considered as a variable to determine user’s behavior and expectation in online purchase and factors driving adoption of e-commerce and its level (De Angeli and Kyriakoullis, 2006; Cyr et al, 2005; Fletcher, 2006; Jagne and Smith-Atakan, 2006; Yoon, 2009). There is a need for studies to predict the role of cultural values on the trust-risk relationship with purchase intention in terms of Arabic e-commerce websites. This study aims to propose a cultural technology acceptance model for the acceptance of consumers of Arabic e-commerce websites
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