Title: Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model

Authors: Osama Sohaib; Kyeong Kang

Addresses: Faculty of Engineering and Information Technology, University of Technology, Sydney, Ultimo, NSW 2007, Australia ' Faculty of Engineering and Information Technology, University of Technology, Sydney, Ultimo, NSW 2007, Australia

Abstract: Building trust and understanding its relationship with online purchasing decisions is important to business-to-consumer (B2C) e-commerce firms seeking to extend their consumers reach globally. Based on the Stimulus-Organism-Response (S-O-R) model, this paper examines the moderating role of culture on the relationship between B2C web design (web accessibility, visual appearance and social networking services (SNS)) and interpersonal trust (iTrust), cognitive and affect-based trust that trigger online purchasing intentions. Motivation of this study includes, testing and comparing individual consumer level cultural (individualism and uncertainty avoidance) values as moderators in our research model across two different societies (Australia and Pakistan). The data of the survey were analysed using structural equation modelling-partial least square (SEM-PLS) approach. The results highlight the need to consider cultural differences when identifying the mix of web design strategies to employ in B2C e-commerce websites, not only at the country level but also in one culturally diverse country such as Australia.

Keywords: B2C websites; business-to-consumer; e-commerce; e-business; culture; cognitive-based trust; affect-based trust; purchase intention; iTrust; interpersonal trust; reflective construct; formative construct; Australia; Pakistan; cultural influence; purchase intention; electronic commerce; electronic business; online purchasing decisions; web design; web accessibility; visual appearance; social networking services; SNS; structural equation modelling; partial least squares; SEM; PLS; cultural differences; cultural diversity.

DOI: 10.1504/IJEB.2015.069104

International Journal of Electronic Business, 2015 Vol.12 No.2, pp.142 - 161

Received: 08 Aug 2014
Accepted: 06 Feb 2015

Published online: 26 Apr 2015 *

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