Exploring Individual Culture and Internet Commerce Success Factors
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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.
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