Culture´s Role in E-Commerce Success: A Conceptual Model

E-Commerce is a key innovative initiative in the 21st century; the success of e-Commerce practices is affected by many internal and external factors. In our study, we reviewed some previous studies on e- Commerce practices, based on which we summarized the factors that contribute to the success of e- Commerce, these factors are technology orientation, management orientation and culture. By adopting the ideas from IT/IS cultural studies, we proposed a conceptual model, in which culture is incorporated as a mediator and also an independent variable in success of e-Commerce.