Internet Shopping: Cultural Considerations in India and Australia

Despite the enormous increase in the technological aspects of the information technology in today's world, adoption of internet shopping is still at its infancy. The present research makes an attempt to empirically investigate the adoption of internet purchases with reference to the prevailing culture in the country of origin as well as in the country of residence. Data has been collected from Indian women currently residing in India and in Australia through a structured questionnaire. Results indicate that the adoption of internet shopping is significantly influenced by the consumer's intention to shop online. Moreover, the prevailing cultural dimensions in the country of origin and in the country of residence have an impact on the internet shopping adoption. Various aspects of culture are studied in detail based on the Hofstede's typology of cultural dimensions. Further more, culture in the country of residence plays a moderating role in transforming the consumer's intention to shop online to actual adoption of internet shopping. Results obtained focus on the changing role of women in today's competitive environment in general, and in particular with the masculinity-femininity dimension of culture and its further influence on the adoption of internet shopping. The impact of the demographics in the adoption of internet shopping is emphasized. Managerial implications and applications are discussed, and suggestions for future research are presented.