Percieved Value Dimensions on Online Shopping Intention: The Role of Trust and Culture
Academy of Strategic Management Journal(2019)
Abstract
Trust in e-commerce and most espically in online shopping is one of the most effective
approach for reducing buyer’s uncertainity and which could serve as a key hinderance to online
transactions. This study investigates the influence of perceived value dimensions (utilitarian and
hedonic value) on trust, attitude, perceived risk and purchase intention in online shopping. The
moderating role of individual culture (using masculinity/femininity, uncertainty avoidance and
individualism/collectivism) was assessed on the interaction between perceived value dimensions
trust, perceived risk and purchase intention in online shopping. Data was collected from 558
undergraduate students who are constant users of online shopping. Exploratory factor analysis
and confirmatory factor analysis were used to validate the reliability and validity of the study
variables. Structural equation modelling was used to test the hypothesised relationships. Results
revealed that interaction of perceived value dimension and individual culture significantly
affects trust, perceived risk and purchase intention to use online shopping. Findings from this
study provided insights for managerial implications relevant for enhancing online shoppers trust
with varying cultural values.
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Key words
online shopping intention,trust,culture,value
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