Exploring the Influence of Guangdong Culture on Consumer Attitudes in Online Shopping

Guangdong culture as a significant influencing factor, plays a certain moderating role in consumer attitudes toward online shopping. The unique cultural background of Guangdong, encompassing its values and social norms, may have a crucial impact on how consumers perceive and engage in online shopping. This paper aims to validate the impact of consumer attitudes toward online shopping based on the Technology Acceptance Model (TAM) and further explore the moderating role of Guangdong culture in this process. The research results indicate that the TAM model is equally applicable in the Guangdong region. Among the cultural factors influenced by Guangdong culture, the high Uncertainty Avoidance Index (UAI) culture is the most crucial cultural value affecting consumers’ acceptance of online shopping. Long-Term Orientation (LTO) culture significantly influences the acceptance of online shopping. Power Distance Index (PDI) and Individualism versus Collectivism (IDV) do not have a significant impact on perceived risk and online shopping attitudes. Masculinity (MAS) moderates the relationship between online shopping attitudes, perceived usefulness, and perceived ease of use.