A Comparison of Tunisian and French Consumersâ€™ Adoption of E-commerce
Ines Soltani, Jamel-Eddine Gharbi
Journal of Information Technology Review, Vol. 5, No. 1, 2014.
DOI: 
Link: http://www.dline.info/jitr/fulltext/v5n1/1.pdf
Abstract:
Electronic commerce is often touted as a global phenomenon that has known its growth especially in the developed countries. However, developing countries in general and Tunisia in particular have fallen far below expectations. The noticed statistics donâ€™t overtake a simple regulation of bills. The research in hand tends to put the accent on variables that are expected to explain the e-commerce adoption. Using dimensions of national culture and attitude as theoretical bases, this research investigates the weight of culture in the explanation of individualâ€™s behavior concerning shopping from the site. Results indicate at first glance that both Tunisian and French samples present relatively the same rate of cultural importance in their attitude towards shopping from the site (28.3% vs. 20.7%). Secondly, similar to literature, the attitude is the predictor of the intention to shop from the site and the intention succeeds to be the intermediary variable between attitude and behavior especially for the Tunisian sample. As a consequence, when the attitude is positive, it will be transformed in an intention which in turn will be translated into a behavior.