126The influence of culture on iTrust aspects in B2C E-business
- Publication Type:
- Conference Proceeding
- Proceedings of the 24th International Business Information Management Association Conference - Crafting Global Competitive Economies: 2020 Vision Strategic Planning and Smart Implementation, 2014, pp. 1239 - 1249
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This research suggests an online interpersonal trust (iTrust) to better understand the buyer cognitive and affective reactions towards online purchasing. To complete this main goal, this study provides proposition on the effect of culture (Individualistic and collectivistic) on online interpersonal trust (cognitive and affect-based trust) related to web design and buyer behavior aspects towards purchase intention in B2C ebusiness website. It is important to compare online shopping perceptions between two different groups because the Individualistic buyers' satisfaction may be completely ineffective in producing a desired response in the Collectivistic.
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