A study of individual consumer level culture in B2C e-commerce through a multi-perspective iTrust model

Sohaib, O

A study of individual consumer level culture in B2C e-commerce through a multi-perspective iTrust model

Sohaib, O

Permalink

Publication Type:: Thesis
Issue Date:: 2015

Open Access

Copyright Clearance Process

Recently Added
In Progress
Open Access

This item is open access.

Adobe PDF

Download contents and abstractAdobe PDF (284.51 kB)

Adobe PDF

Download thesisAdobe PDF (2.55 MB)

View statistics

Full metadata record

Field	Value	Language
dc.contributor.author	Sohaib, O
dc.date.accessioned	2015-09-01T03:45:10Z
dc.date.available	2015-09-01T03:45:10Z
dc.date.issued	2015
dc.identifier.uri	http://hdl.handle.net/10453/36976
dc.description	University of Technology Sydney. Faculty of Engineering and Information Technology.	en_US
dc.description.abstract	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.	en_US
dc.format	Thesis (PhD)	en_US
dc.language.iso	en	en_US
dc.relation	https://opus.lib.uts.edu.au/bitstream/10453/36976/2/02whole.pdf
dc.rights	info:eu-repo/semantics/openAccess
dc.rights	The author owns the copyright in this thesis including all reproduction and reuse rights for the work. The work may not be altered without the permission of the copyright owner. Attribution is essential when quoting or paraphrasing from this thesis.
dc.rights	au.edu.uts.lib/ppc
dc.title	A study of individual consumer level culture in B2C e-commerce through a multi-perspective iTrust model	en_US
dc.type	Thesis
utslib.copyright.status	open_access

Abstract:

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.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/36976