The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China

E-commerce is now international, and thus national culture can affect the behavior of customers. But e-commerce studies related to national culture are limited. Our study explored the effect of national culture on consumer acceptance of e-commerce in China. Our consumer e-commerce acceptance model considered the effect of culture on perceived usefulness, perceived ease of use, trust, and intention to use. We adopted Hofstedeʹs cultural dimensions (power distance, individualism, masculinity, uncertainty avoidance, and long-term orientation) as moderators. Our results showed that uncertainty avoidance and long-term orientation had moderate effects on the relationship between trust and intention to use and that masculinity also had a moderate effect on the relationship between perceived usefulness and intention to use and the relationship between perceived ease of use and intention to use. Contrary to expectations, power distance and individualism had no significant effect.