Consumer searching information process and Culture Values Alcántara Pilar, Juan Miguel Barrio García, Salvador Del Perceived usefulness Ease of use Cultural congruence The use of Internet as a new market has increased interest in research on Consumer Behaviour Online. Due to its complexity, each investigation has been centred on different aspects. So to continue, a theoretical model will be offered developed from TAM and the State of Flow but adding some new elements related to social pressure and the intention to reduce cognitive effort of the navigator so that he can concentrate more on enjoying himself while navigating and shopping. 2015-02-23T08:18:35Z 2015-02-23T08:18:35Z 2005 info:eu-repo/semantics/conferenceObject Alcántara-Pilar, J.M.; Barrio-García, S. Consumer searching information process and Culture Values. In: The 2005 Networking and Electronic Commerce Research Conference (NAEC), 6-9 October, Lake Garda, Italy (2005). [http://hdl.handle.net/10481/34912] http://hdl.handle.net/10481/34912 eng info:eu-repo/semantics/openAccess