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We investigate an e-commerce stages of growth model in a cross-cultural business context for small Chinese firms in New Zealand. Research findings from 14 case studies show that the Chinese owners/managers of these small firms have a high power distance, and their attitude toward e-commerce technology directly influences their firms’ e-commerce growth process. It was found that the higher the stage of e-commerce adoption, the greater the need for owners having a more positive attitude toward e-commerce, more innovativeness and enthusiasm, and more technology literacy. The higher the tolerance for ambiguity and the higher the risk-taking propensity, the higher the stage of e-commerce adoption achieved. In addition, firms at lower growth stages of e-commerce adoption are highly rated on individualism, while those firms at higher growth stages of commerce adoption are highly rated on collectivism. The research has implications for small business managers operating in a cross-cultural business context as they move through the different stage of e-commerce adoption.
Chen et al. (Tue,) studied this question.