Socio-cultural Factors Influencing Consumer Adoption of Online Transactions

The growth of online transactions over the Internet largely depends on the consumers´ adoption of the electronic markets, but today, many consumers remain reluctant to adopt electronic transactions over the Internet. Using data from a survey of 180 consumers, the study explored the relationship between hypothesized factors influencing online transactions such as the consumers´ attitude towards online products, transaction process, cultural diversity, facilitating conditions and the consumer adoption online Transactions. The empirical findings suggests that most of the proposed relationships between the constructs postulated by the research model are well supported, accounting for 28.1% of the total variance in the adoption of online Transactions. In addition, the findings also suggests that factors such as consumers´ attitude towards online products and services, cultural related factors, and facilitating conditions significantly influence consumers´ adoption of online Transactions.