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DIAS Technology Review

The Institute has a unique distinction of publishing a bi-annual International journal DIAS Technology Review – The International Journal for Business and IT. The Editorial Board comprises of...

ISSN: 2231-2498 Quarterly English Since 2011
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Vol. 4 No. 2 (2008)

Articles 8th Edition of DTR Oct 2007 – Mar 2008
DOI 10.65301/dias.2008.4.2.370

Exploring Individual Culture and Internet Commerce Success Factors

Authors
CH
Cheryl L. Buff
CH
Charles F. Seifert
RA
Raymond K. Van Ness
189 Views
110 Downloads
Published 2007-10-30
Pages 17-29
Abstract

This study investigates the relationship between individual cultural values and Internet success factors using Yoo, Donthu, and Lenartowicz'z (2002a) five dimensional measure o f culture operationalized at the individual level and Torkzadeh and
Dhillon's (2002) scales that measure Internet commerce success factors. A total o f 628 individuals were surveyed, resulting in 540 usable surveys. The psychometric properties o f both scales were found to be acceptable. Results of MANOVA show support for various hypotheses tied to the individual cultural dimensions o f power distance, masculinity, and uncertainty avoidance. Findings are discussed in terms o f Internet marketing strategy and recommendations for future research are presented.

Keywords
Internet Commerce E-commerce Culture Individual Culture Hofstede's Cultural Dimensions
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Cheryl L. Buff, Charles F. Seifert, Raymond K. Van Ness . (2007). Exploring Individual Culture and Internet Commerce Success Factors. DIAS Technology Review, 4(2), 17-29.
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DIAS Technology Review
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