The effects of website design on purchase intention in online shopping: the mediating role of trust and the moderating role of culture
International Journal of Electronic BusinessPublished 1 January 2010
Boudhayan Ganguly, Satya Bhusan Dash, Dianne Cyr, Milena Head
Citations306
SJR quartileQ3
SJR score0.31
SNIP0.45
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TL;DR
The moderating effect of the individual's culture in e-commerce is demonstrated and insights are offered into the relative importance of website design factors contributing to trust for customers of different cultural values.
Abstract
Lack of trust in online transactions has been cited as the main reason for the abhorrence of online shopping. We have tested the mediating role of trust in online transactions to provide empirical evidence that trust in the online store represents the generic mechanism through which the focal independent variables of website design are able to positively influence purchase intention and reduce the perceived risk. We have further demonstrated the moderating effect of the individual's culture in e-commerce and thereby offered insights into the relative importance of website design factors contributing to trust for customers of different cultural values.
Keywords
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