A cross-cultural investigation of consumer e-shopping adoption

This study examines how cultural values affect consumer decision-making with respect to e-commerce (on-line shopping) adoption in the United States and Korea. The findings suggest that cultural values are antecedents to perceived risk, perceived self-efficacy, and subjective norm. Furthermore, the findings indicate that while the overall behavioral mechanism underlying choice is similar for the two countries, there are differences in the relative importance of the factors determining consumers' intention to adopt e-commerce.