The application of the technology acceptance model under different cultural contexts: The case of online shopping adoption

Abdul R. Ashraf, Narongsak Thongpapanl, Seigyoung Auh

Research output: Contribution to journalArticlepeer-review

112 Scopus citations

Abstract

Global usage of the Internet has increased remarkably in the past few decades, thus necessitating a better understanding of e-commerce adoption across cultures. Against this backdrop, this study contributes to the existing technology adoption and acceptance literature in the following ways. First, the authors develop an extended technology acceptance model that incorporates trust and perceived behavioral control and examine it in settings outside the United States to better understand the adoption of e-commerce across cultures. Contrary to the authors' expectations, the predictive power of the technology acceptance model seems robust and holds true for both Pakistan and Canada, despite some noteworthy differences between the two cultures. Second, although the importance of perceived ease of use and perceived usefulness on consumers' intentions to shop online was validated across both cultures, the results highlight the complex relationships between perceived ease of use, perceived usefulness, and intention to adopt in each country. The authors offer suggestions to technology managers and e-retailers regarding navigating through new technology and ecommerce adoption under various cultural contexts.

Original languageEnglish (US)
Pages (from-to)68-93
Number of pages26
JournalJournal of International Marketing
Volume22
Issue number3
DOIs
StatePublished - 2014

Keywords

  • Early adoption stage
  • Online shopping adoption
  • Perceived ease of use
  • Perceived usefulness
  • Technology acceptance model

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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