Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study

Abstract The objective of this research is to investigate how cultural differences affect consumers’ online purchase behavior. We reviewed the recent literature on cross-cultural studies behavior and building Hofstede’s theory dimensions planned (TPB), we developed a conceptual model exploring national culture influence perceptions website usability, trust, perceived risk, which in turn impact intention use A web-based questionnaire was distributed sample 350 European Asian consumers actively using Alibaba e-commerce platforms. validated through confirmatory factor analysis (CFA), while structural equation modelling (SEM) used empirically test hypothesized relationships among variables. Results showed significantly influenced usability risk and, turn, their Differently, trust consumers, as well With study, contribute consumer from perspective. As emerged significant antecedents mechanisms explaining behavior, e-tailers should tailor digital marketing strategies according differences.