A Cross-Country Analysis of Cross-border E-commerce Adoption

This paper develops and empirically tests a comprehensive model of cross-border e-commerce adoption. In doing so, it bridges important gaps in the literature. Research on cross-border e-commerce adoption has been confined to small sample sizes which limit the generalization of their findings. This paper overcomes this limitation by using data from a larger sample of countries. Factors such as "social and cultural environment", "legal environment", "government policy and vision related to IT", "social trust", "uncertainty avoidance", and "connectivity" are included in our model to examine their influence on crossborder e-commerce adoption. The hypotheses are confirmed using PLS analytical procedures and the findings are reported. We discuss the results and their implications for researchers and practitioners.