How do individual and cultural characteristics influence the propensity to shop online?

  • Inês Barata Lameira de Morgadinho Grosso (Student)

Student thesis: Master's Thesis


The pandemic has brought global attention to a practice that has been studied over the past few years and is called eCommerce. This online phenomenon has become more relevant in the last decade and it is expected to remain this way for a long period of time. It has changed the daily lives of millions of people around the world and led to the success of some high-tech companies, as well as the bankruptcy of other enterprises. However, despite the spread of online purchases, there is still a portion of people that seems to resist it. This paper will acknowledge and explore the individual and cultural characteristics that motivate or preclude consumers from buying online. Why do some people adapt and others resist to the new form of retail? The paper results showed that age, education and income have significant impacts in online adherence. Moreover, consumers that spend more time on the Internet and have a computer or a tablet are more likely to engage in eCommerce. Culture and Political Orientations showed significant positive effects in the propensity to shop online, namely: Individualism and Liberal Political Orientation.
Date of Award3 Feb 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorDaniel Fernandes (Supervisor)


  • eCommerce
  • Perceptions
  • Habits
  • Online shopping
  • Power distance
  • Individualism
  • Masculinity
  • Uncertainty avoidance
  • Long-term orientation
  • Liberalism
  • Conservatism


  • Mestrado em Gestão e Administração de Empresas

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