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

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.