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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 |