Revealing the effect of acculturation process on e-commerce acceptance: The case of intra-European acculturation

Ewelina Lacka, Nick Yip

Research output: Contribution to journalArticlepeer-review

5 Citations (Scopus)
16 Downloads (Pure)


The popularity of e-commerce has increased significantly over recent years. However, this growth is not shared by all European Union states. One reason for this discrepancy is culture which impacts on e-commerce acceptance. The purpose of this research is to reveal the effect of acculturation process on e-commerce acceptance. Structural equation modelling is employed to test
three research models: Technology Acceptance Model, Theory of Planned Behaviour Model and Motivational Model. The findings show that attitudes towards e-commerce change in relation to the perception of control and the influence of subjective norms, which impact intentions to use e-commerce before movement to a host country’s culture. However, its effect diminishes after the exposure to the influence of a host culture. This is the first study to demonstrate the existence of the effect of acculturation process on mingling and migrating consumers and their changing attitudes towards e-commerce acceptance.
Original languageEnglish
Pages (from-to)1251-1265
Number of pages15
JournalIndustrial Management and Data Systems
Issue number6
Publication statusPublished - 2018


  • Technology Acceptance
  • E-commerce
  • Acculturation
  • Culture
  • Europe

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