The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China

E-commerce is now international, and thus national culture can affect the behavior of customers. But e-commerce studies related to national culture are limited. Our study explored the effect of national culture on consumer acceptance of e-commerce in China. Our consumer e-commerce acceptance model considered the effect of culture on perceived usefulness, perceived ease of use, trust, and intention to use. We adopted Hofstede's cultural...