Culture moderates the intention to purchase tourist accommodation online

The origin of the models of culture in electronic commerce is aimed at explaining the factors that influence the acceptance of this purchasing system, which is why they contemplate cultural differences of the consumer according to their nationality. Therefore, this research analyzed studies that have implicit models with moderating effects applied by Hofstede, (1980) cultural values. A questionnaire was administered to 500 buyers of tourist accommodation. Carrying out a descriptive study of the sociodemographic variables with the purpose of verifying the moderating effect of culture, a Multigroup Analysis -AMG-. Subsequently proceeding to contrast the structural model from the three antecedents raised theoretically -attitude, subjective norm and perceived control- which turned out to have a direct impact on the purchase intention.