The effect of culture values on consumer intention to use Arabic e-commerce websites in Jordan: an empirical investigation

Abstract

A number of studies on the issues of technology acceptance model (TAM), Hofstede's cultural values, risk and trust, have been done. However, the studies in combining all these issue are still limited especially in defining the relationship between them. Hence, this study attempts to examine the relationship between the variable through a developed model that is expected to improve the intention of consumers to use Arabic e-commerce websites. This study employs the quantitative method for data collection with the help of a questionnaire. The tested variables are significantly influenced the consumer intention behaviour, where intention to use factor positively impacted the utilisation of Arabic e-commerce website. The findings showed support for the premise advocated by TAM and Hofstede's cultural dimensions theory as both were revealed to demonstrate the consumer's intention towards using Arabic websites. The study enumerates the theoretical and practical implications, limitations as well as recommendations for future direction of studies.