E-commerce adoption in ASEAN: Who and where?

Artikel

As an economic bloc, the Association of Southeast Asia Nations (ASEAN) aims to leverage the usage of e-commerce for the benefits of all: government, enterprises, and citizens of its member countries. However, each country varies greatly in terms of economic development and cultural factors, which explains the uneven level of e-commerce adoption in the region. This paper seeks to provide empirical evidence by integrating individual and country-level characteristics to profile e-commerce users in ASEAN. By analyzing multi-source data from 5870 individuals in six countries in 2017, the results reveal that e-commerce adoption is more prevalent among female, younger, more educated, employed, and higher income users. Also, the adoption of e-commerce is found to be stronger in societies that exhibit high individualism, low masculinity and low uncertainty avoidance. This study proposes that e-commerce adoption shall not only be explained by individual characteristics and formal institutions, but also by country-level variables and national culture.

Object Details

• Language: Englisch

References and Relationships

• Bibliographic citation: Journal: Future Business Journal ; ISSN: 2314-7210 ; Volume: 7 ; Year: 2021 ; Issue: 1 ; Pages: 1-11 ; Heidelberg: Springer

Classification and Topics

• Classification: Management
• Subject: ASEAN ; E-commerce adoption ; Individual demographics ; National culture

Contributors, Places and Time

• Event: Geistige Schöpfung
• (who): Ayob, Abu H.
• Event: Veröffentlichung
• (who): Springer
• (where): Heidelberg
• (when): 2021

Further information

• DOI: doi:10.1186/s43093-020-00051-8
• Handle: http://hdl.handle.net/10419/246654
• Last update: 10.03.2025, 11:44 AM CET