The role of employee preferences and organizational culture in explaining e-commerce orientations

Abstract

Culture has always been a cornerstone variable in the study of international business subjects. Several authors have dealt with the concept of culture and its dimensions. Among these Hall's (1981/1976) proposal of high- versus low-context cultures still stands as an important subject matter to be explored. This study is an attempt to explore the significance of high- versus low-context orientation and its implications for communications. Further, strategic orientation of the firm in terms of e-commerce adoption is explored within the framework of high- versus low-context organizational cultures and the internationalization and technological orientation level of the firm. A survey was conducted with 525 employees and managers working in financial services and textile manufacturing firms. Results supported the hypotheses that high- versus low-context values and perceptual and demographic characteristics of employees influence attitudes towards e-communication. Organizational culture regarding high- versus low-context practices, firm's internationalization and technological orientation levels influence the e-commerce adoption at a strategic level.

Keywords:

• e-communication
• e-commerce
• high vs. low context culture
• internationalization
• technology