A study of individual consumer level culture in B2C e-commerce through a multi-perspective iTrust model
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Building trust and understanding their relationship with consumer online purchasing decisions is important to business-to-consumer (B2C) e-commerce firms seeking to extend their reach to consumers globally. This study addresses the gap in the knowledge about this relationship by studying the cognitive and affective responses of consumers towards a B2C e-commerce website. 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 multi-perspective model of online interpersonal trust (iTrust) across two different societies (Australia and Pakistan). This research applied a quantitative methodology and a cross-sectional survey design approach. In order to empirically test the research model, surveys were conducted in Pakistan and Australia. A total of 270 participants from Pakistan and 255 from Australia responded to the survey. The data of the survey were analysed with the SEM-Partial Least Square (PLS) approach using SmartPLS 3.0. The results of the analysis generated mixed findings. It was found 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 across culture. 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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