“…Individualism is typical of societies in which people's ties among themselves are weak, whereas collectivism is present in societies in which people are integrated from birth into strong, cohesive groups. Users in individualistic cultures are more likely to adopt new purchasing technologies (Zhang et al, 2018;Chopdar & Sivakumar, 2019;Zhao & Bacao, 2020), are less affected by the opinion of their peers, and are more focused on efficiency, speed, and performance (Alcántara-Pilar et al, 2017;Srite & Karahanna, 2006). Lim et al (2004) propose that, by contrast, users in countries with greater collectivism have a lower intention to adopt new purchasing technologies through online platforms.…”