Global Journal of Management and Business Research, B: Economics and Commerce, Volume 21 Issue 5

(Richard et.al, 2008; Robert Jeyakuamr, 2009; Japhet E et.al , 2010) As developed countries are mostly hyper- digitalized, developing and least developing countries are lagging behind and in danger to fall behind being unable to transform data into a digital value (World Bank note, 2020). The lack of sufficient infrastructural, socio- economic and sometimes even the absence of national strategies as well as reliable scholarly researches have formed a major obstacle in e-commerce adoption and usage in developing countries (Kathryn M., 2011). Moreover, there is a lack of researches about cultural influence combined with demographics data on e- commerce adoption and usage focusing on developing countries or even on regional blocs. Herein, the Shanghai Cooperation Organization (SCO) region, which has almost half of the world's population from developing and transition economies, becomes the perfect niche for research. The objective of this paper is to examine B2C e- commerce adoption in member states of SCO, by integrating demographic characteristics with Hofstede’s cultural dimensions. The next section contains a literature review, followed by a methodology that comprises used data and its sources. The fourth section is a discussion of findings and the final section includes conclusion, followed by a list of references. II. L iterature R eview The definition of e-commerce has been changing over time and it is not completely clear. For example, if at the beginning e-commerce was just an economic activity conducted via electronic connections (Rolf T, 2006), in 2000 it was described as a computer transaction of ownership and/or rights to use goods or services (Atrostic et.al, 2000). The growth of internet penetration and technological development has given a broader opportunity to e-commerce and soon it became the main measure for economic communication and information technology revolution (Nanehkaran, 2013). In 2015 Shahriari (Shahriari, S., Shahriari et.al, 2015), have broadened the previous definitions and stated that e-commerce nowadays consists of data transfer, collection systems, and electronic funds followed by internet marketing, online transaction processing, and therefore supply chain and inventory managements. As the functions and activities of e-commerce have extended, the market participants were divided into e-commerce types, such as business with business (B2B); business with consumers (B2C); business with government institutions (B2G); public authorities with government institutions and firms (G2G) and consumers with each other (C2C), etc (MargaritaI šorait ė et. al, 2018). Even though e-commerce has various types, only two of them are prevailing among market participants: according to the report (UNCTAD report, 2021), B2B transactions amounted to 83%, B2C to 16% of the total e-commerce sales in 2018. While e-commerce is considered a poverty reduction tool its implementation remains uneven across the globe (Kwak J et.al, 2019). Scholars have conducted various researches on e-commerce usage and most of them have considered economic, technological, and political issues as major influencing factors. (Kamel et.al , 2015; Yi-Shun, 2008; Kariyawasam et.al , 2008). Moreover, in order to know if country is ready to partake in electronic activities and to obtain benefits scholars analyze the electronic readiness (e-readiness) of countries. The most cited e-readiness variables include: infrastructure (technology, connectivity, social and cultural), environment (legal, business, and policy), consumer and business adoptions, and following services. (Danish, 2006; Hassan et.al, 2014; Alice, 2007) When it comes to technology adoption most of the researchers are using Technology Acceptance Model, Theory of Reasoned Actions, Theory of Planned Behavior as base theories, and DeLone and McLean model in the information systems model (Kamel et.al , 2015; Yi-Shun, 2008; Mei Cao et.al, 2005; Palumbo F, 1998). B2C adoption factors studies can be divided into two sections: behavioral and segmentation. Behavioral issues articles are focusing on shopping motivation (Scarpi D et.al, 2014; Davis Ret.al, 2014; Chiu CM et.al, 2014), emotional factors (Chou SW et.al, 2015; Chen CW et.al , 2013;PonteviaAfa et.al , 2013), shopping experience (Thamizhvanan et.al , 2013; Spake DF et.al ,2011), risk and benefit perceptions (Hong IB et.al , 2013; Liang Ar et.al , 2014; Zhang G et.al ,2011). Based on these articles it can be said that intention to purchase online is positively correlated with time spent online. Moreover, the regular online purchase increases trust towards online platform, leads to higher purchase and therefore reduces perceived risk. (Thamizhvanan et.al, 2013; Spake DF et.al , 2011) Furthermore, as e- commerce consumers consist of heterogonous groups with different needs and expectations, researchers analyzed consumers based on demographic characteristics (Farid et. al, 2016; Jung Wan, 2010). Conclusions state that the young, unmarried male population (Clemes et. al, 2014; Jayawardhena et. al, 2007) is more engaged in online shopping while income and education level (Clemes et.al, 2014; Bhatnagar A, 2007) can influence the e-commerce adoption and implementation among them. Gibbs (Gibbs et.al , 2003) concluded that B2C e-commerce is driven by local consumer markets, which combines consumer individual characteristics and national culture. Despite the fact that cultural factors were cited as significant influences on e-commerce adoption (Bingi P et.al, 2000; Alexander Y et.al , 2006), very few studies were conducted on this matter. (Smith R et. al, 2013; Kim J et. al, 2013; Mee LY et. al, 2015). Demographic and Cultural Factors Influencing the Adoption of B2C E-Commerce in SCO Region © 2021 Global Journals 26 Global Journal of Management and Business Research Volume XXI Issue V Version I Year 2021 ( ) B a) E-commerce adoption factors and findings