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E-commerce adoption in ASEAN: who and where?

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  • Abu H. Ayob

    (The National University of Malaysia)

Abstract

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.

Suggested Citation

  • Abu H. Ayob, 2021. "E-commerce adoption in ASEAN: who and where?," Future Business Journal, Springer, vol. 7(1), pages 1-11, December.
    • Handle: RePEc:spr:futbus:v:7:y:2021:i:1:d:10.1186_s43093-020-00051-8
    DOI: 10.1186/s43093-020-00051-8
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    References listed on IDEAS

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