How Culture and Trustworthiness Interact in Different E-Commerce Contexts: A Comparative Analysis of Consumers' Intention to Purchase on Platforms of Different Origins.

ABSTRACT: The outgrowth of e-commerce has advanced the development of countries' economies. Today, online marketplaces are targeting not only their local customers but are also spreading their interests overseas, expanding cross-border e-commerce. The current study aims to analyze the interaction of customer's personal traits, such as national culture, disposition to trust, and perceived trustworthiness, and their effect on the purchase intention within different e-commerce contexts. The contexts are chosen based on the country-of-origin parameter and serve as the moderator in the research model. Both direct and indirect effects of cultural dimensions on trustworthiness and purchase intention are analyzed within the research framework. The data for the analysis are randomly collected among the Russi

SUBMITTER: Tikhomirova A 

PROVIDER: S-EPMC8523785 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature