The Effects Of National Culture Values On Consumer Acceptance Of E-Marketing: Online Shoppers In Jordan

E-marketing is now international, and thus national culture can affect the behavior of customers. But e-marketing studies related to national culture are limited. Our study explored the effect of national culture on consumer acceptance of e-marketing in Jordan. The objective of this study is to identify the factors that influence the acceptance of e-marketing on online shoppers in Jordan based on the Technology Acceptance Model (TAM). A total of 110 questionnaires were distributed to Irbid national university (INU) students in Jordan, out of which 89 questionnaires were returned, representing 79% response rate. A statistical technique including bivariate correlation analyses was used. The results showed three core determinants: Culture as significantly influenced Perceived Usefulness and Perceived Ease of Use. Perceived Usefulness and Perceived Ease of Use moreover have significantly determined Attitude, while Perceived Usefulness and Attitude; have significantly determined users’ Behavioral Intention. A number of specific recommendations are made for consumers in relation to the successful acceptance of e-marketing.