“…The research was mostly conducted in the United States (Grandon and Pearson, 2004), the United Kingdom (Matlay and Addis, 2003), Canada (Sparling et al, 2007) and Italy (Scupola, 2003). More recent studies have focused on developing countries, including Latin America (Davis, 1999), Mongolia (Enns and Huff, 1999), Ukraine (Jennex and Amoroso, 2002), Malaysia (Mukti, 2000), Thailand (Wongpinunwatana and Lertwongsatien, 2003), Taiwan (Thatcher et al, 2006), South Africa (Moodley and Morris, 2004), Iran (Ghobakhloo et al, 2011), Nigeria (Ma'aruf and Abdulkadir, 2012), Sri Lanka (Kapurubandara and Lawson, 2006), and very recently China, where there has been very rapid ecommerce growth. Most of the studies focused on macro level (or global) constraints and explored the barriers and motivators in e-commerce adoption.…”