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EMAC 2020 Annual Conference

The Acceptance of Amazon Go: An Analysis based on the Technology Acceptance Model and Cultural Dimensions

Published: May 27, 2020


Cansu Hattula, IUBH University of Applied Sciences; Melanie Buchmann, IUBH University of Applied Sciences; Francisco Tigre Moura, IUBH University of Applied Sciences


Amazon Go; Technology Acceptance Model; Culture


The purpose of this article is to analyze the acceptance of the new technology of Amazon Go by consumers in Germany. For this, items of the Technology Acceptance Model (TAM) by Davis et al. (1989) and cultural dimensions (Hall 1989; 1990; Hofstede 2010) are assessed in an online survey (n= 176) with German consumers. By doing so, four hypotheses derived from the literature review are tested, each of which studies the influence of a cultural dimension within the Technology Acceptance Model. Based on our analysis, we provide managerial implications for a potential introduction of Amazon Go into the German market.