Research Article - Journal of Food Microbiology (2021) Volume 5, Issue 1
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 Author(s): Ines Soltani
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