Individualism and Business-to-Consumer E-commerce: Cross-Economy Evidence

Abstract

We regress one of Hofstede's dimensions of national culture, individualism, and business-to-consumer (B2C) E-commerce index value across 84 economies. We find that countries with high individualism score have high index value of B2C E-commerce development. We then call for designing relative policies with full consideration on national culture to promote the development of B2C E-commerce.