Exploring Individual Culture and Internet Commerce Success Factors

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 ofMANOVA show support
fo r 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 fo r future research
are presented.