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 e-commerce adoption under various cultural contexts.
AdamsDennis A., NelsonR.R., and ToddPeter A., (1992), “Perceived Usefulness, Ease of Use, and Usage of Information Technology: A Replication,”MIS Quarterly, 16(2), 227–47.
2.
AjzenIcek, (1991), “The Theory of Planned Behavior,”Organizational Behavior and Human Decision Processes, 50(2), 179–211.
3.
AjzenIcek, (2002), “Constructing a TPB Questionnaire: Conceptual and Methodological Considerations,” (accessed March 7, 2013), [available at http://people.umass.edu/aizen/tpb.html].
4.
AlmutairiHelaiel, (2007), “Information System and Productivity in Kuwaiti Public Organizations: Looking Inside the Black Box,”International Journal of Public Administration, 30(11), 1263–90.
5.
AlsajjanBander, and DennisCharles, (2010), “Internet Banking Acceptance Model: Cross-Market Examination,”Journal of Business Research, 63(9), 957–63.
6.
BarkhiReza, BelangerFrance, and HicksJames, (2008), “A Model of the Determinants of Purchasing from Virtual Stores,”Journal of Organizational Computing and Electronic Commerce, 18(3), 177–96.
7.
BaronReuben M., and KennyDavid A., (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,”Journal of Personality and Social Psychology, 51(6), 1173–82.
8.
BelloDaniel, C., (2004), “A Change in Editors: Evolution, Not Revolution,”Journal of International Marketing, 12(1), 1–3.
9.
BenedettoAnthony C., CalantoneRoger J., and ZhangChun, (2003), “International Technology Transfer Model and Exploratory Study in the People's Republic of China,”International Marketing Review, 20(4), 446–62.
10.
BerthonPierre, PittLeyland, CyrDianne, and CampbellColin, (2008), “E-Readiness and Trust: Macro and Micro Dualities for E-Commerce in a Global Environment,”International Marketing Review, 25(6), 700–714.
11.
BhattacherjeeAnol, (2000), “Acceptance of E-Commerce Services: The Case of Electronic Brokerages,”IEEE Transactions on Systems, Man and Cybernetics—Part A: Systems and Humans, 30(4), 411–20.
12.
BianchiConstanza, and AndrewsLynda, (2012), “Risk, Trust, and Consumer Online Purchasing Behaviour: A Chilean Perspective,”International Marketing Review, 29(3), 253–76.
ByrneBarbara M., ShavelsonRichard J., and MuthénBengt, (1989), “Testing for the Equivalence of Factor Covariance and Mean Structures: The Issue of Partial Measurement Invariance,”Psychological Bulletin, 105(3), 456–66.
15.
CalantoneRoger J., GriffithDavid A., and YalcinkayaGoksel, (2006), “An Empirical Examination of a Technology Adoption Model for the Context of China,”Journal of International Marketing, 14(4), 1–27.
16.
ChenLei-Da, GillensonMark L., and SherrellDaniel L., (2002), “Enticing Online Consumers: An Extended Technology Acceptance Perspective,”Information & Management, 39(8), 705–719.
17.
ChenLei-Da, and TanJustin, (2004), “Technology Adaptation in E-Commerce: Key Determinants of Virtual Stores Acceptance,”European Management Journal, 22(1), 74–86.
18.
ChinWynne, W., (1998), “The Partial Least Squares Approach for Structural Equation Modeling,” in Modern Methods for Business Research.Mahwah, NJ: Lawrence Erlbaum Associates, 295–336.
19.
ChircuAlina M., DavisGordon B., and KauffmanRobert J., (2000), “Trust, Expertise, and E-Commerce Intermediary Adoption,” in Proceedings of the Sixth American Conference on Information Systems, DeGrossJ., ed. New York: Association for Computing Machinery, 710–16.
20.
CohenJacob, (1988), Statistical Power Analysis for the Behavioral Sciences.Mahwah, NJ: Lawrence Erlbaum Associates.
21.
ColtonDeborah A., RothMartin S., and BeardenWilliam O., (2010), “Drivers of International E-Tail Performance: The Complexities of Orientations and Resources,”Journal of International Marketing, 18(1), 1–22.
22.
CraigC.S., and DouglasSusan P., (2005), International Marketing Research.Chichester, UK: John Wiley & Sons.
23.
CyrDianne, BonanniCarole, BowesJohn, and IlseverJoe, (2005), “Beyond Trust: Web Site Design Preferences Across Cultures,”Journal of Global Information Management, 13(4), 25–54.
24.
DahlbergTomi, MallatNiina, and ÖörniAnssi, (2003), “Trust Enhanced Technology Acceptance Model–Consumer Acceptance of Mobile Payment Solutions: Tentative Evidence,”Stockholm Mobility Roundtable, 22–23.
DavisFred, D., (1989), “Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,”MIS Quarterly, 13(3), 319–40.
27.
DavisFred D., BagozziRichard P., and WarshawPaul R., (1989), “User Acceptance of Computer Technology: A Comparison of Two Theoretical Models,”Management Science, 35(8), 982–1003.
28.
DoneyPatricia M., CannonJoseph P., and MullenMichael R., (1998), “Understanding the Influence of National Culture on the Development of Trust,”Academy of Management Review, 23(3), 601–620.
29.
DwyerSean, MesakHani, and HuMaxwell, (2005), “An Exploratory Examination of the Influcence of National Culture on Cross-National Product Diffusion,”Journal of International Marketing, 13(2), 1–27.
30.
EisingerichAndreas B., and KretschmerTobias, (2008), “In E-Commerce, More Is More,”Harvard Business Review, 86(3), 20–21.
31.
FornellClaes, and BooksteinFred L., (1982), “Two Structural Equation Models: LISREL and PLS Applied to Consumer Exit-Voice Theory,”Journal of Marketing Research, 19(November), 440–52.
32.
FornellClaes, and LarckerDavid F., (1981), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,”Journal of Marketing Research, 18(February), 39–50.
33.
FriedmanBatya, KhanPeter H., and HoweDaniel C., (2000), “Trust Online,”Communications of the ACM, 43(12), 34–40.
34.
FusilierMarcelline, and DurlabhjiSubhash, (2005), “An Exploration of Student Internet Use in India: The Technology Acceptance Model and the Theory of Planned Behaviour,”Campus-Wide Information Systems, 22(4), 233–46.
35.
GefenDavid, KarahannaElena, and StraubDetmar W., (2003), “Trust and TAM in Online Shopping: An Integrated Model,”MIS Quarterly, 27(1), 51–90.
36.
GefenDavid, and StraubDetmar W., (1997), “Gender Differences in the Perception and Use of Email: An Extension to the Technology Acceptance Model,”MIS Quarterly, 21(4), 389–400.
37.
GefenDavid, and StraubDetmar W., (2000), “The Relative Importance of Perceived Ease of Use in IS Adoption: A Study of E-Commerce Adoption,”Journal of the Association for Information Systems, 1(8), 1–20.
38.
GefenDavid, and StraubDetmar W., (2005), “A Practical Guide to Factorial Validity Using PLS-Graph: Tutorial and Annotated Example,”Communications of the Association for Information Systems, 16 (5), 1–28.
GoldsmithRonald E., and GoldsmithElizabeth B., (2002), “Buying Apparel over the Internet,”Journal of Product & Brand Management, 11(2), 89–102.
41.
HaSejin, and StoelLeslie, (2009), “Consumer E-Shopping Acceptance: Antecedents in a Technology Acceptance Model,”Journal of Business Research, 62(5), 565–71.
42.
HairJoe F., RingleChristian M., and SarstedtMarko, (2011), “PLS-SEM: Indeed a Silver Bullet,”Journal of Marketing Theory and Practice, 19(2), 139–52.
43.
Hennig-ThurauThorsten, MalthouseEdward C., FriegeChristian, GenslerSonja, LobschatLara, RangaswamyArvind, (2010), “The Impact of New Media on Customer Relationships,”Journal of Service Research, 13(3), 311–30.
44.
HenselerJorg, RingleChristian M., and SinkovicsRudolf R., (2009), “The Use of Partial Least Squares Path Modeling in International Marketing,”Advances in International Marketing, 20(1), 277–319.
45.
HernandezBlanca, JimenezJulio, and MartínM.J., (2009), “Adoption vs. Acceptance of E-Commerce: Two Different Decisions,”European Journal of Marketing, 43(9/10), 1232–45.
46.
HoffmanDonna L., NovakThomas P., and PeraltaMarco, (1999), “Building Consumer Trust Online,”Communications of the ACM, 42(4), 80–85.
47.
HofstedeGeert, (1980), Culture's Consequences: International Differences in Work-Related Values.Newbury Park, CA: Sage Publications.
48.
HofstedeGeert, (1991), Cultures and Organizations: Software of the Mind.New York: McGraw-Hill.
49.
HofstedeGeert, (2001), Culture's Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations.Thousand Oaks, CA: Sage Publications.
50.
HofstedeGeert, and BondMichael H., (1984), “Hofstede's Culture Dimensions: An Independent Validation Using Rokeach's Value Survey,”Journal of Cross-Cultural Psychology, 15(4), 417–33.
51.
HsiehJ.J., RaiArun, and KeilMark, (2008), “Understanding Digital Inequality: Comparing Continued Use Behavioral Models of the Socio-Economically Advantaged and Disadvantaged,”MIS Quarterly, 32(1), 97–126.
52.
HultThomas, HurleyRobert F., and KnightGary A., (2004), “Innovativeness: Its Antecedents and Impact on Business Performance,”Industrial Marketing Management, 33(5), 429–38.
Internet World Stats (2013), “World Internet Users Statistics Usage and World Population Stats,” (accessed January 28, 2013), [available at http://www.internetworldstats.com/stats.htm].
55.
Internet World Stats (2014), “Internet Usage Statistics. The Internet Big Picture: World Internet Users and Populations Stats,” (accessed March 28, 2014), [available at http://www.internetworldstats.com/stats.htm].
56.
JarvenpaaSirkka L., TractinskyNoam, and SaarinenLauri, (1999), “Consumer Trust in an Internet Store: A Cross-Cultural Validation,”Journal of Computer-Mediated Communication, 5(2), 1–35.
57.
KeenCherie, N., (1999), “The Attribute Structure of Internet Shopping: What Is Important and What Tradeoffs Are Possible Between Internet, Retail, and Catalog Formats?” doctoral dissertation, Purdue University.
58.
KeilMark, BeranekPeggy M., and KonsynskiBenn R., (1995), “Usefulness and Ease of Use: Field Study Evidence Regarding Task Considerations,”Decision Support Systems, 13(1), 75–91.
59.
KimJiyoung, YangKiseol, and KimBu Y., (2013), “Online Retailer Reputation and Consumer Response: Examining Cross Cultural Differences,”International Journal of Retail & Distribution Management, 41(9), 688–705.
60.
KimY. Jin, ChunJae U., and SongJaeki, (2009), “Investigating the Role of Attitude in Technology Acceptance from an Attitude Strength Perspective,”International Journal of Information Management, 29(1), 67–77.
61.
LamDesmond, LeeAlvin, and MizerskiRichard, (2009), “The Effects of Cultural Values in Word-of-Mouth Communication,”Journal of International Marketing, 17(3), 55–70.
62.
LiangHuigang, SarafNilesh, HuQing, and XueYajiong, (2007), “Assimilation of Enterprise Systems: The Effect of Institutional Pressures and the Mediating Role of Top Management,”MIS Quarterly, 31(1), 59–87.
63.
LiangTing P., and LaiHung J., (2002), “Effect of Store Design on Consumer Purchases: An Empirical Study of On-Line Bookstores,”Information & Management, 39(6), 431–44.
64.
LippertSusan K., and VolkmarJohn A., (2007), “Cultural Effects on Technology Performance and Utilization: A Comparison of U.S. and Canadian Users,”Journal of Global Information Management, 15(2), 56–90.
65.
LynchJohn G., and ArielyDan, (2000), “Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution,”Marketing Science, 19(1), 83–103.
66.
MaddenThomas J., EllenPamela S., and AjzenIcek, (1992), “A Comparison of the Theory of Planned Behavior and the Theory of Reasoned Action,”Personality and Social Psychology Bulletin, 18(1), 3–9.
67.
MagnussonPeter, WestjohnStanford A., SemenovAlexey V., RandrianasoloArilova A., and ZdravkovicSrdan, (2013), “The Role of Cultural Intelligence in Marketing Adaptation and Export Performance,”Journal of International Marketing, 21(4), 44–61.
68.
MaoEn, SriteMark, ThatcherJason B., and YaprakOnur, (2005), “A Research Model for Mobile Phone Service Behaviors: Empirical Validation in the U.S. and Turkey,”Journal of Global Information Technology Management, 8(4), 7–28.
69.
McCortDaniel J., and MalhotraNaresh K., (1993), “Culture and Consumer Behavior,”Journal of International Consumer Marketing, 6(2), 91–127.
70.
McCoyScott, GallettaDennis F., and KingWilliam R., (2007), “Applying TAM Across Cultures: The Need for Caution,”European Journal of Information Systems, 16(1), 81–90.
71.
McKechnieSally, WinklhoferHeidi, and EnnewChristine, (2006), “Applying the Technology Acceptance Model to the Online Retailing of Financial Services,”International Journal of Retail & Distribution Management, 34(4/5), 388–410.
72.
McKnightD.H., and ChervanyNorman L., (2002), “What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology,”International Journal of Electronic Commerce, 6(2), 35–60.
73.
MorganRobert M., and HuntShelby D., (1994), “The Commitment–Trust Theory of Relationship Marketing,”Journal of Marketing, 58(July), 20–38.
74.
NguyenTho D., and BarrettNigel J., (2006), “The Knowledge-Creating Role of the Internet in International Business: Evidence from Vietnam,”Journal of International Marketing, 14(2), 116–47.
75.
NijssenEdwin J., and DouglasSusan P., (2008), “Consumer World-Mindedness, Social-Mindedness, and Store Image,”Journal of International Marketing, 16(3), 84–107.
76.
O'CassAron, and FenechTino, (2003), “Web Retailing Adoption: Exploring the Nature of Internet Users Web Retailing Behaviour,”Journal of Retailing and Consumer Services, 10(2), 81–94.
77.
ParkDo-Hyung, LeeJumin, and HanIngoo, (2007), “The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement,”International Journal of Electronic Commerce, 11(4), 125–48.
78.
PavlouPaul, A., (2003), “Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model,”International Journal of Electronic Commerce, 7(3), 101–134.
79.
PavlouPaul A., and ChaiLin, (2002), “What Drives Electronic Commerce Across Cultures? Across-Cultural Empirical Investigation of the Theory of Planned Behavior,”Journal of Electronic Commerce Research, 3(4), 240–53.
80.
PavlouPaul, Lin ChaiA., and FygensonMendel, (2006), “Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior,”MIS Quarterly, 30(1), 115–43.
81.
PavlouPaul, Lin ChaiA., and FygensonMendel, LiangHuigang, and XueYajiong, (2007), “Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal–Agent Perspective,”MIS Quarterly, 31(1), 105–136.
82.
PodsakoffPhilip M., MacKenzieScott B., LeeJeong Y., and PodsakoffNathan P., (2003), “Common Method Biases in Behavioral Research: A Critical Review of the Literature and Recommended Remedies,”Journal of Applied Psychology, 88(5), 879–903.
83.
PriesterJoseph R., NayakankuppamDhananjay, FlemingMonique A., and GodekJohn, (2004), “The A2SC2 Model: The Influence of Attitudes and Attitude Strength on Consideration and Choice,”Journal of Consumer Research, 30(4), 574–87.
84.
RingPeter S., and Van de VenAndrew H., (1994), “Developmental Processes of Cooperative Interorganizational Relationships,”Academy of Management Review, 19(1), 90–118.
85.
RobeyDaniel, and BoudreauMarie C., (1999), “Accounting for the Contradictory Organizational Consequences of Information Technology: Theoretical Directions and Methodological Implications,”Information Systems Research, 10(2), 167–85.
86.
SegallMarshall H., LonnerWalter J., and BerryJohn W., (1998), “Cross-Cultural Psychology as a Scholarly Discipline: On the Flowering of Culture in Behavioral Research,”American Psychologist, 53(10), 1101–1110.
87.
ShanRong A., ChenYu C., and ShenLysander, (2005), “Extrinsic Versus Intrinsic Motivations for Consumers to Shop On-Line,”Information & Management, 42(3), 401–413.
88.
SinghNitish, FassottGeorg, ChaoMike C.H., and HoffmannJonas A., (2006), “Understanding International Web Site Usage: A Cross-National Study of German, Brazilian, and Taiwanese Online Consumers,”International Marketing Review, 23(1), 83–97.
89.
SledgianowskiDeb, and KulviwatSongpol, (2009), “Using Social Network Sites: The Effects of Playfulness, Critical Mass and Trust in a Hedonic Context,”Journal of Computer Information Systems, 49(4), 74–83.
90.
SriteMark, and KarahannaElena, (2006), “The Role of Espoused National Cultural Values in Technology Acceptance,”MIS Quarterly, 30(3), 679–704.
91.
SteenkampJan-Benedict E.M., (2001), “The Role of National Culture in International Marketing Research,”International Marketing Review, 18(1), 30–44.
92.
SteenkampJan-Benedict E.M., HofstedeFrenkel, and WedelMichel, (1999), “A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness,”Journal of Marketing, 63(April), 55–69.
93.
StewartKatherine, J., (2003), “Trust Transfer on the World Wide Web,”Organization Science, 14(1), 5–17.
94.
StraubDetmar, W., (1994), “The Effect of Culture on IT Diffusion: E-Mail and FAX in Japan and the U.S.,”Information Systems Research, 5(1), 23–47.
95.
StraubDetmar W., BoudreauMarie C., and GefenDavid, (2004), “Validation Guidelines for IS Positivist Research,”Communications of the Association for Information Systems, 13(24), 380–427.
96.
StraubDetmar W., KeilMark, and BrennerWalter, (1997), “Testing the Technology Acceptance Model Across Cultures: A Three Country Study,”Information & Management, 33(1), 1–11.
97.
SultanFareena, RohmAndrew J., and GaoTao T., (2009), “Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets,”Journal of Interactive Marketing, 23(4), 308–320.
98.
TaylorShirley, and ToddPeter A., (1995), “Understanding Information Technology Usage: A Test of Competing Models,”Information Systems Research, 6(2), 144–76.
99.
TeoT.S.H., and PokSiau H., (2003), “Adoption of WAP-Enabled Mobile Phones Among Internet Users,”Omega, 31(6), 483–98.
100.
TongXiao, (2010), “A Cross-National Investigation of an Extended Technology Acceptance Model in the Online Shopping Context,”International Journal of Retail & Distribution Management, 38(10), 742–59.
101.
Van SlykeCraig, LouHao, BelangerFrance, and SridharVaradharajan, (2010), “The Influence of Culture on Consumer-Oriented Electronic Commerce Adoption,”Journal of Electronic Commerce Research, 11(1), 30–40.
102.
VenkateshViswanath, and DavisFred D., (2000), “A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies,”Management Science, 46(2), 186–204.
103.
VenkateshViswanath, and MorrisMichael G., (2000), “Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior,”Management Information Systems Quarterly, 24(1), 115–40.
104.
VenkateshViswanath, and ZhangXiaojun, (2010), “Unified Theory of Acceptance and Use of Technology: U.S. vs. China,”Journal of Global Information Technology Management, 13(1), 5–27.
105.
VijayasarathyLeo, R., (2004), “Predicting Consumer Intentions to Use On-Line Shopping: The Case for an Augmented Technology Acceptance Model,”Information & Management, 41(6), 747–62.
106.
WeberEike U., and HseeChristopher, (1998), “Cross-Cultural Differences in Risk Perception, but Cross-Cultural Similarities in Attitudes Towards Perceived Risk,”Management Science, 44(9), 1205–1217.
107.
WuIng L., and ChenJian L., (2005), “An Extension of Trust and TAM Model with TPB in the Initial Adoption of On-Line Tax: An Empirical Study,”International Journal of Human-Computer Studies, 62(6), 784–808.
108.
WuJiming, and LuXinjian, (2013), “Effects of Extrinsic and Intrinsic Motivators on Using Utilitarian, Hedonic, and Dual-Purposed Information Systems: A Meta-Analysis,”Journal of the Association for Information Systems, 14(3), 153–91.
109.
YaminMohammad, and SinkovicsRudolf R., (2006), “Online Internationalisation, Psychic Distance Reduction and the Virtuality Trap,”International Business Review, 15(4), 339–60.
110.
ZhangCheng, SongPeijian, and QuZhe, (2011), “Competitive Action in the Diffusion of Internet Technology Products in Emerging Markets: Implications for Global Marketing Managers,”Journal of International Marketing, 19(4), 40–60.
