Individualistic-Collectivistic Impact on iTrust towards Purchase Intention in B2C E-Business
- Publication Type:
- Journal Article
- Journal of Internet and eBusiness Studies, 2016, 2016 pp. 1 - 11 (11)
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The purpose of this study is to propose an interpersonal trust (iTrust) model to better understand the online consumer cognitive and affective reactions in a B2C website. This study provides proposition on the influence of culture (Individualistic and Collectivistic) on the relationship between cognitive-based and web design and affect-based trust to buyer behavior aspects towards purchase intention in B2C e-business website. It is important to understand online purchasing perceptions between two different cultural groups because the Individualistic online consumer trust may be higher than the Collectivistic and vice versa.
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