Abstract - Journal of Finance and Marketing (2021) Volume 5, Issue 2
Does Culture Explain The Online Shopping Adoption?
Online shopping is often touted as a global phenomenon that has known its growth especially
in the developed countries. However, developing countries in general and Tunisia in
particular have fallen far below expectations. The noticed statistics don?t overtake a simple
regulation of bills. The research in hand tends to put the accent on variables that are expected
to explain the online shopping adoption. Using dimensions of national culture and attitude as
theoretical, this research investigates the weight of culture in the explanation of individual?s
online shopping behavior. Results indicate that for the Tunisian sample, culture is an
important predictor of attitude towards online shopping. Secondly, similar to literature, the
attitude is the predictor of the intention to shop online and the online shopping intention
succeeds to be the intermediary variable between attitude and behavior. As a consequence,
when the attitude is positive, it will be transformed in an intention which in turn will be
translated into a behavior.
The study of online consumer behavior in various regions of the world has shown that there
are a lot of differences in the way distinct people use the Internet and online shopping which
is largely due to their habits and cultures. Consequently, the study of consumers? adoption of
online shopping in an inter-cultural context has indicated that culture does affect behavioral
intentions and actual behaviors (Jarvenpaa and Tractinsky, 1999; Choi and Getsfield, 2003).
The cultural influence has played a major role in consumers? decision-making as discussed
extensively in the literature (Henny, 1976; McCort and Malhotra, 1993; Tse et al.1988). Most
of these studies have shown that culture plays a significant role in individual?s decisionmaking since it affects attitudes, norms and other cognitive processes. This research aims to
explore the impact of culture on online shopping adoption in the developing countries
(Tunisia). Hofstede?s culture theory has been used as the theoretical foundation. Five
dimensions as individualism/collectivism, masculinity/femininity, uncertainty avoidance,
power distance, and long-term/ short-term orientation are presented.
E-commerce in developed and developing countries
Businesses in developing countries face many challenges (Shemi and Procter, 2013)
compared to the developed ones. In fact, they suffer from many deficiencies. BtoC's global
e-commerce revenue was $ 244 billion in 2017, up 24.8% from 2016, according to eMarketer. Online sales now account for 10.2% of total retail sales worldwide, up from 8.6%
in 2016 and 7.4% in 2015. Author(s): Ines Soltani
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