Uncertainty Avoidance, Individualism and the Readiness of Business-to-Consumer E-commerce

• 발행기관: 한국유통과학회
• 저자명: Jun XU Chen CHENG
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 8 No.1, 791~801쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.01.30

영문 초록

This study aims to test whether and to what extend national culture affects the readiness of business-to-consumer (B2C) e-commerce across the world. We regress two sets of data at national level: (1) the ratings of two main dimensions of Hofstede’s national culture framework, uncertainty avoidance and individualism, and (2) UTCTAD B2C e-commerce index value. A sample of 83 countries was tested in this study. Several control variables at national level are included in our regression model. We find that these two cultural dimensions have an effect on the readiness of B2C e-commerce in various ways. We find that countries with high individualism score have high index value of B2C e-commerce development. We discuss the implications of these findings for B2C e-commerce developing strategies. We then call for designing relative policies with full consideration on national culture to promote the development of B2C e-commerce. In addition, we identify the limitations of the study and propose recommendations for future research. This study is the first one to use UNCTAD data on B2C e-commerce to explore the relationships between two dimensions of Hofstede’s national culture and the readiness of B2C e-commerce and adds to the knowledge of literature in this research field.

목차

1. Introduction

2. Literature Review

3. Data and Methodology

4. Results and Discussion

5. Robustness Check

6. Implications and Conclusion

References

키워드

B2C E-commerce Index Individualism Uncertainty Avoidance National Culture