A Review of Cultural Values Impact on Consumers' Intention in the Context of Online Shopping

摘要

This study is intended to review the influence of cultural values on consumers' intention to conduct online transactions. With the increase of online shopping in e-commerce sector and its impact on the national economy, it is essential for scholars to examine the factors that significantly affect the consumers' intention when they engage in online shopping. Consequently, several related studies are reviewed to build a foundation to propose the importance of culture and cultural values. Most of the studies show the significant impact of culture on online shopping or e-commerce.