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Cultural Accommodation in Consumer E-Commerce: A Theoretical Exploration in the Context of Ethnic Culture
Abstract
Consumer e-commerce extends the marketplace of traditional business and brings in business opportunities in online retailing and service. As a consequence of intensive competition among online vendors, the need to capture customers has become a top priority. Thanks to the wide penetration of Internet, the online consumer group now consists of individuals with diverse cultural values and backgrounds. In the context of ethnic culture, we explore the ways a Web site may attract and accommodate ethnic consumers. Drawing upon existing literature in culture and Web Information System success, we develop a Web-based intercultural accommodation model. This model offers a theoretical explanation of online ethnic consumers’ behavioral intention to use e-commerce Web site. The conceptual model recognizes the potential roles of ethnicity attributes of individual consumers as well as the use of ethnic pertaining Web site designs in accommodating ethnic consumers. Future study that validates the theoretical model is discussed as well.
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