Individual Level Culture Influence on Online Consumer iTrust Aspects Towards Purchase Intention Across Cultures: A S-O-R Model

Publisher:
Inderscience publishers
Publication Type:
Journal Article
Citation:
The International Journal of Electronic Business, 2015, 12 (2), pp. 142 - 161
Issue Date:
2015-03-31
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Building trust and understanding its relationship with buyer online purchasing decisions is important to business-to-consumer (B2C) e-commerce firms seeking to extend their customers 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) and Interpersonal trust (iTrust), cognitive and affect-based trust that trigger online purchasing intention. Motivation of this study includes, testing and comparing culture (individualism and uncertainty avoidance) values as individual difference moderators in our research model across two different societies (Australia and Pakistan). The data of the survey were analysed using Partial Least Square (PLS) approach. The results highlight the need to consider cultural differences when identifying the mix of ecommerce web design strategies to employ in B2C websites, not only at the country level but also in one culturally diverse country such as Australia.
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