Effects of National Culture on Attitude Toward Online Shopping: Two Country Individual and National Cultural Comparison

Abstract

With the rapid diffusion of the Internet, social networking is receiving greater attention from both scholars and e-retailers worldwide. Though the different influences of national culture and the role of social networking on customer online shopping behavior have been highlighted by recent research (Dennis, Morgan, Wright and Jayawardhena, 2010; Goodrich and de Mooij, 2011; Pookulangara and Koesler, 2011), relatively few studies have empirically investigated developing markets (Cheolho, 2009). In particular, the great potential effects of national culture on customer social networking in e-commerce have been sparingly investigated (Gefen and Heart, 2006; Ji et al. 2010; Pookulangara and Koesler, 2011). No study to date, has empirically examined these effects both at the country level and the individual level.