Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model

Sohaib, O; Kang, K

Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model

Sohaib, O

Kang, K

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Publication Type:: Journal Article
Citation:: International Journal of Electronic Business, 2015, 12 (2), pp. 142 - 161
Issue Date:: 2015-01-01

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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	2015-01-01	en_US
dc.identifier.citation	International Journal of Electronic Business, 2015, 12 (2), pp. 142 - 161	en_US
dc.identifier.issn	1470-6067	en_US
dc.identifier.uri	http://hdl.handle.net/10453/37979
dc.description.abstract	© 2015 Inderscience Enterprises Ltd. Building trust and understanding its relationship with online purchasing decisions is important to business-to-consumer (B2C) e-commerce firms seeking to extend their consumers reach globally. Based on the Stimulus- Organism-Response (S-O-R) model, this paper examines the moderating role of culture on the relationship between B2C web design (web accessibility, visual appearance and social networking services (SNS)) and interpersonal trust (iTrust), cognitive and affect-based trust that trigger online purchasing intentions. Motivation of this study includes, testing and comparing individual consumer level cultural (individualism and uncertainty avoidance) values as moderators in our research model across two different societies (Australia and Pakistan). The data of the survey were analysed using structural equation modelling-partial least square (SEM-PLS) approach. The results highlight the need to consider cultural differences when identifying the mix of web design strategies to employ in B2C e-commerce websites, not only at the country level but also in one culturally diverse country such as Australia.	en_US
dc.relation.ispartof	International Journal of Electronic Business	en_US
dc.relation.isbasedon	10.1504/IJEB.2015.069104	en_US
dc.title	Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model	en_US
dc.type	Journal Article
utslib.citation.volume	2	en_US
utslib.citation.volume	12	en_US
utslib.for	0806 Information Systems	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	open_access
pubs.declined	1970-01-01T00:00:00.0+1000
pubs.deleted	1970-01-01T00:00:00.0+1000
pubs.issue	2	en_US
pubs.publication-status	Published	en_US
pubs.volume	12	en_US

Abstract:

© 2015 Inderscience Enterprises Ltd. Building trust and understanding its relationship with online purchasing decisions is important to business-to-consumer (B2C) e-commerce firms seeking to extend their consumers reach globally. Based on the Stimulus- Organism-Response (S-O-R) model, this paper examines the moderating role of culture on the relationship between B2C web design (web accessibility, visual appearance and social networking services (SNS)) and interpersonal trust (iTrust), cognitive and affect-based trust that trigger online purchasing intentions. Motivation of this study includes, testing and comparing individual consumer level cultural (individualism and uncertainty avoidance) values as moderators in our research model across two different societies (Australia and Pakistan). The data of the survey were analysed using structural equation modelling-partial least square (SEM-PLS) approach. The results highlight the need to consider cultural differences when identifying the mix of web design strategies to employ in B2C e-commerce websites, not only at the country level but also in one culturally diverse country such as Australia.

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http://hdl.handle.net/10453/37979