Online shopping: Consumer itrust and influencing factors at the individual level

Sohaib, O; Kang, K

Online shopping: Consumer itrust and influencing factors at the individual level

Sohaib, O

Kang, K

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Publication Type:: Chapter
Citation:: Advances in Business and Management, 2017, 11 pp. 31 - 61
Issue Date:: 2017-01-01

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Field	Value	Language
dc.contributor.author	Sohaib, O https://orcid.org/0000-0001-9287-5995	en_US
dc.contributor.author	Kang, K https://orcid.org/0000-0003-4252-9802	en_US
dc.date.issued	2017-01-01	en_US
dc.identifier.citation	Advances in Business and Management, 2017, 11 pp. 31 - 61	en_US
dc.identifier.isbn	9781536107388	en_US
dc.identifier.uri	http://hdl.handle.net/10453/127708
dc.description.abstract	© 2017 by Nova Science Publishers, Inc. All rights reserved. Building consumer trust is important to business-to-consumer (B2C) e-commerce firms seeking to extend their reach to consumers globally. Based on the Stimulus-Organism-Response (S-O-R) model, this study examines the moderating role of individual consumer culture on the relationship between web design (website accessibility, visual appearance (colour and images) and social networking services), consumer behaviour (religiosity), privacy, security, emotions (fear and joy) and interpersonal trust (iTrust), cognitive and affect-based trust concerning online purchasing intentions. The motivation of this study includes testing and comparing individual consumer cultural values (individualism and uncertainty avoidance) difference moderators in proposed multiperspective model of online interpersonal trust (iTrust). In order to empirically test the research model, survey was conducted in Australia. The results of the analysis shows that depending on the stimulus (S) towards which a reaction is made provides a signal regarding the cognitive and affect-based trust (Organism) of B2C e-commerce website, which influence consumers purchase intentions (Response) at the individual level. The results of this study highlight the need to consider individual consumer level cultural differences when identifying the mix of e-commerce strategies to employ in B2C websites, not only at the country level but also in culturally diverse country such as Australia.	en_US
dc.relation.ispartof	Advances in Business and Management	en_US
dc.title	Online shopping: Consumer itrust and influencing factors at the individual level	en_US
dc.type	Chapter
utslib.citation.volume	11	en_US
utslib.for	1503 Business and Management	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Information, Systems and Modelling
pubs.organisational-group	/University of Technology Sydney/Faculty of Engineering and Information Technology/School of Professional Practice and Leadership
pubs.organisational-group	/University of Technology Sydney/Strength - CAMGIS - Centre for Advanced Modelling and Geospatial lnformation Systems
pubs.organisational-group	/University of Technology Sydney/Strength - HCTD - Human Centred Technology Design
utslib.copyright.status	closed_access
pubs.publication-status	Published	en_US
pubs.volume	11	en_US

Abstract:

© 2017 by Nova Science Publishers, Inc. All rights reserved. Building consumer trust is important to business-to-consumer (B2C) e-commerce firms seeking to extend their reach to consumers globally. Based on the Stimulus-Organism-Response (S-O-R) model, this study examines the moderating role of individual consumer culture on the relationship between web design (website accessibility, visual appearance (colour and images) and social networking services), consumer behaviour (religiosity), privacy, security, emotions (fear and joy) and interpersonal trust (iTrust), cognitive and affect-based trust concerning online purchasing intentions. The motivation of this study includes testing and comparing individual consumer cultural values (individualism and uncertainty avoidance) difference moderators in proposed multiperspective model of online interpersonal trust (iTrust). In order to empirically test the research model, survey was conducted in Australia. The results of the analysis shows that depending on the stimulus (S) towards which a reaction is made provides a signal regarding the cognitive and affect-based trust (Organism) of B2C e-commerce website, which influence consumers purchase intentions (Response) at the individual level. The results of this study highlight the need to consider individual consumer level cultural differences when identifying the mix of e-commerce strategies to employ in B2C websites, not only at the country level but also in culturally diverse country such as Australia.

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http://hdl.handle.net/10453/127708