The Effects of National Culture Values on Consumer Acceptance of E-commerce: Online Shoppers in Russia

Abstract

This study investigated the influence of national culture on the consumer acceptance of e-commerce in Russia. This study suggests that behavioral patterns are not universally held in different cultures, the facts define national cultural values as an important set of individual difference moderators in the adoption of technology. Hofstede's cultural dimensions, power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation were taken as moderators. These cultural aspects of masculinity/femininity, individualism/collectivism, power distance, and uncertainty avoidance were included as moderators in an extended model of technology acceptance. Our model of consumer acceptance of e-commerce has considered the impact of culture on the perceived usefulness, perceived ease of use, trust and intention to use.