Individualistic-Collectivistic Impact on iTrust towards Purchase Intention in B2C E-Business
نویسنده
چکیده
The purpose of this study is to propose an interpersonal trust (iTrust) model to better understand the online consumer cognitive and affective reactions in a B2C website. This study provides proposition on the influence of culture (Individualistic and Collectivistic) on the relationship between cognitive-based and web design and affect-based trust to buyer behavior aspects towards purchase intention in B2C ebusiness website. It is important to understand online purchasing perceptions between two different cultural groups because the Individualistic online consumer trust may be higher than the Collectivistic and vice versa.
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