ABSTRACT

This research explores critical factors impacting e-commerce adoption at the country-level. Due to the steady growth in e-commerce trade volumes in recent years, governments of many countries are focused on improving their share in the overall global trade. Therefore, it is crucial to examine the important drivers of e-commerce adoption at a country level rather than just individual and organizational levels. In addition to social trust, the model presented includes technological, governmental, and cultural factors as antecedents of the e-commerce adoption. Secondary data from seventy countries are collected to empirically evaluate the hypotheses presented among the factors of the research model. The hypotheses are assessed using PLS analytical procedures. We found that connectivity and technological efficacy directly influence e-commerce. We also found that legal environment and connectivity impact social trust which in its turn affects uncertainty avoidance. Our results are very important for decision makers. According to the results of our study, policy makers need to consider their country’s institutional, technological, and cultural environments. We discuss the implications of our results for researchers and practitioners.

摘要

本研究探讨了影响国家一级电子商务采用的关键因素。由于近年来电子商务贸易量的稳步增长，许多国家的政府都致力于提高其在全球整体贸易中的份额。因此，在国家层面而非仅在个人和组织层面研究电子商务采用的重要驱动因素至关重要。除了社会信任之外，提出的模型还包括技术、政府和文化因素作为电子商务采用的先决条件。收集了来自 70 个国家的二手数据，以实证评估研究模型的因素中提出的假设。使用 PLS 分析程序评估假设。我们发现连通性和技术功效直接影响电子商务。我们还发现，法律环境和连通性会影响社会信任，进而影响避免不确定性。我们的结果对决策者非常重要。根据我们的研究结果，政策制定者需要考虑他们国家的制度、技术和文化环境。我们讨论了我们的结果对研究人员和从业者的影响。