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Uncertainty avoidance and its effect on diffusion of electronic commerce - a crosscountry study

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dc.contributor.author Kivine, Linda Sofia
dc.date.accessioned 2020-11-20T16:25:35Z
dc.date.available 2020-11-20T16:25:35Z
dc.date.issued 2020
dc.identifier.uri http://hdl.handle.net/10230/45827
dc.description Master of Science in Management (UPF Barcelona School of Management) Curs 2019-2020
dc.description Mentor: Timo Sohl
dc.description.abstract The diffusion of e-commerce has seen a significant surge in recent years. Economic, political, and technological factors are considered as the main determinants of technology diffusion. However, these findings appear inconclusive as diffusion rates of e-commerce diverge considerably across countries, even with similar economic and political situations. There is evidence that socio-cultural factors can be relevant in explaining cross-country discrepancies in technology diffusion; nevertheless, its effect on internet retailing has rarely been explored. Furthermore, the highest barrier to the success of e-commerce is the perceived risks in that mode of retailing. This makes us wonder whether the risk perception across countries can help explain disparities in e-commerce growth rates across nations. This study focuses on uncertainty avoidance, a measure of the extent that people in a given culture feel threatened by the unknown to explain cross-country e-commerce diffusion. This study further explores the role of technology infrastructure in e-commerce diffusion, intending to explain the moderating effect of technology infrastructure on the relationship between uncertainty avoidance and e-commerce diffusion. The results reveal that uncertainty avoidance has a significant negative impact on the diffusion of internet retailing. However, with a reliable technological infrastructure, this negative effect is weakened.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.rights This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.other Treball de fi de màster – Curs 2019-2020
dc.subject.other Technology Diffusion
dc.subject.other E-commerce Diffusion
dc.subject.other Internet Retailing
dc.subject.other Risk
dc.subject.other Uncertainty Avoidance
dc.title Uncertainty avoidance and its effect on diffusion of electronic commerce - a crosscountry study
dc.type info:eu-repo/semantics/masterThesis
dc.rights.accessRights info:eu-repo/semantics/openAccess

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