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Does Culture Explain The Online Shopping Adoption

Ines Soltani

Online shopping 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 don?t overtake a simple regulation of bills. The research in hand tends to put the accent on variables that are expected to explain the online shopping adoption. Using dimensions of national culture and attitude as theoretical, this research investigates the weight of culture in the explanation of individual?s online shopping behavior. Results indicate that for the Tunisian sample, culture is an important predictor of attitude towards online shopping. Secondly, similar to literature, the attitude is the predictor of the intention to shop online and the online shopping intention succeeds to be the intermediary variable between attitude and behavior. As a consequence, when the attitude is positive