Cultural Technology Acceptance Model for Consumers' Acceptance of Arabic E-Commerce Websites

摘要

The aim of this study is to identify the factors affecting consumer's acceptance of Arabic e-commerce websites and to propose a cultural technology acceptance model for consumer's acceptance of Arabic e-commerce websites. The proposed model was built based on, technology acceptance model, trust, perceived risk and Hofstede's cultural values as moderators between trust and perceived risk and purchase intention. In addition, Arabic language from literature review was added. Based on these theories and concepts, this study identifies the factors affecting consumer's acceptance of Arabic e-commerce websites.