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).