Is eCommerce boundary-less? Effects of individualism-collectivism and uncertainty avoidance on Internet shopping

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Original languageEnglish
Pages (from-to)545-559
Journal / PublicationJournal of International Business Studies
Issue number6
Publication statusPublished - Nov 2004


From publicly available data, we identified two national culture dimensions, individualism-collectivism and uncertainty avoidance, and their interaction that influences Internet shopping rates across a wide spectrum of countries. Together, these factors accounted for 14% of the explained variance (on top of the combined variance of 63% explained by national income level, educational level, economic growth rate, unemployment rate, and crime rate) in predicting Internet shopping rates. For countries lower in uncertainty avoidance, individualist cultures show higher Internet shopping rates than do collectivist cultures. Implications for national- and Internet firm-level web design strategies are discussed.

Research Area(s)

  • Individualism-collectivism, Internet shopping rate, Uncertainty avoidance

Citation Format(s)