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A preliminary study: The impact of trust and website elements on online purchase intention, moderated by cultural dimensions

Westerbeek, D. (2017) A preliminary study: The impact of trust and website elements on online purchase intention, moderated by cultural dimensions.

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Abstract:In the rise of the Internet vendors are able to exploit the opportunity of expanding business abroad more easily. The mistake, however, that firms make is that they tend to copy-paste online content and features, and just translate it to the local or English language. Though, literature has provided evidence that adapting to local needs and values allow firms to foster their performance. This study provides a preliminary method and directions that can be elaborated on in future research. Two of the dimensions on which countries differ are; uncertainty avoidance and individualism. The first one addresses the degree to which risk is perceived whereas the latter points at the individualistic or collectivistic welfare. Since the website is the first touchpoint a customer has with a firm this should adapt to local values. In order to operationalize a ‘high quality local website’ this research has divided a website in 5 elements with one potential mediator; usability, aesthetics, information quality, interactivity and marketing mix, with online trust as mediator. It did not come as a surprise that all these mentioned variables significantly affect purchase intention in the complete sample. Though, the results show that indeed individualism and uncertainty avoidance tend to have a significant effect on the strength of the relationship between the website elements and purchase intention. Individualism moderates the relationship of usability, information quality, interactivity and online trust. Whereas, uncertainty avoidance only impacts the relationship between usability and purchase intention.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:02 science and culture in general
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/74018
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