A cross-cultural perspective on technology adoption and usage in eCommerce

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Lehrstuhl für Wirtschaftswissenschaften für Ingenieure und Naturwissenschaftler
Bachelor; Master


Technology adoption is one of the major determinants of eCommerce success. Already, over 50% of purchases happen on mobile devices and a lot of them use Face-ID or fingerprints for payment approval. Therefore, technologies do not only influence the online shopping experience and journey, but can also affect the user’s decision-making. Moreover, cultural tendencies impact consumer shopping behavior and different cultures accept and use technologies differently.
The main goal of the thesis is an elaborate literature review, comprised of the status quo of current research.

Keywords: technology, eCommerce, cross-cultural