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Cross-cultural exploration of determinants of e-commerce adoption: Perspectives from logistics service quality and payment driver

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  • El Aissoug, Chaimaa
  • Kim, Thai-Young
  • Wang, Xue-Qin
  • Choi, Dong-Hyun

Abstract

This study explores the overarching factors that influence e-commerce adoption across countries to understand how culture interweaves the determinants. Specifically, it examines the crucial online experiences related to logistics service quality (LSQ) and payment driver (PD). Employing a grounded theory approach, interviews were conducted with 41 respondents from Morocco. Secondary data from the US, China, and South Korea were utilised for comparative analysis. The results indicate greater diversity in PD determinants compared to those in LSQ across these countries. This empirical study provides insight into designing effective e-commerce experiences for emerging markets with diverse cultural backgrounds.

Suggested Citation

  • El Aissoug, Chaimaa & Kim, Thai-Young & Wang, Xue-Qin & Choi, Dong-Hyun, 2024. "Cross-cultural exploration of determinants of e-commerce adoption: Perspectives from logistics service quality and payment driver," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    • Handle: RePEc:eee:joreco:v:81:y:2024:i:c:s0969698924003291
    DOI: 10.1016/j.jretconser.2024.104033
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