The effects of national culture values on consumer acceptance of e-commerce: Online shoppers in China

By Cheolho Yoon. Information Manager (The), 2009

433 citations recorded by the source corpus.

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Assessing the moderating effect of gender differences and individualism-collectivism at individual-level on the adoption of mobile commerce technology: TAM3 perspective☆ (2015, background): “However, some studies have already drawn attention that IC values could have little influence on the adoption of IT (Yoon, 2009; Al-Smadi, 2012).”
Examining the moderating effect of individual-level cultural values on users’ acceptance of E-learning in developing countries: a structural equation modeling of an extended technology acceptance model (2017, background): “Again, these results confirm some of the previous research (Dinev et al., 2009; Srite & Karahanna, 2006; Yoon, 2009).”
Mobile shoppers’ response to Covid-19 phobia, pessimism and smartphone addiction: Does social influence matter? (2021, methodology): “Yoon (2009) has stated that the PLS method is appropriate while checking the moderating effect, as well, concurrently with the main paths in the model.”