Academic journal article Academy of Strategic Management Journal

Percieved Value Dimensions on Online Shopping Intention: The Role of Trust and Culture

Academic journal article Academy of Strategic Management Journal

Percieved Value Dimensions on Online Shopping Intention: The Role of Trust and Culture

Article excerpt


Globalization and the evolution of the internet have facilitated the growth of e-commerce leading to the emergence and growth of on-line retail stores globally (Ramayah & Ignatius, 2005). The rapid rate of internet penetration espically through mobile devices have accelerated the usage of B2C e-commerce globally. Studies in e-commerce and on-line retailing have identified various characteristics and features of the Internet that positively affects consumer in the online shopping environment such as widespread availability of information, interactive experience, convenience, time saving, variety, cost savings and price comparison (Kim & Stoel, 2004; Khatibi et al., 2006; Ham et al., 2006; Shergill & Chen, 2005).

Despite this, many internet users avoid purchasing online due to privacy and security concerns informed by sending of personal information through the internet (Lian & Lin, 2008; Roca et al., 2009). This has made it very important in establishing trust in online shopping for the success and continuous growth of online retailing. Studies in the literature (Yoon, 2002; Tan & Guo, 2005; Cyr, 2008; Ganguly et al., 2010; Mosunmola et al., 2018) have empirically shown that features and design of online shopping sites can be used to enhance trust on the platform of business to consumers e-commerce. But consumers' need to view the online shopping sites features as it relates to their perceived value of functional, utilitarian and hedonic benefits.

With online retailing, organisations are operating in numerous countries and dealing with customers from different cultural background. Customers in different culture may have different levels of personal cultural values because culture differ in pattern of behaviour and attitude (Yoo & Donthou, 2001). Studies in the past such as that of Shaw-Ching et al. (2000), Singh et al. (2004), and Ganguly et al. (2010) have found that customers expectation for service quality and information search differs across cultural values. Currently, researchers studying consumer online behaviour are beginning to access the importance of national culture in influencing shoppers behaviour across countries as the influence of culture on individual online shopping intention is yet to be fully explored. This study fills this gap by assessing the role of three dimensions of the individual cultural values on online shoppers from a non-werstern context as against the five dimensions assessed in western culture.

Investigation into the literature further showed that limited scholarly work focued on the influence of consumers perceived value of online shopping features, attitude, trust, and perceived risk to intention to purchase online products as it relates to individual cultural values of online shoppers. This study is unique by examining the moderating effects of cultural values on key relationships (Perceived value-trust: attitude and trust-perceived risk) and contributing to current research on online shopping using the three dimensions of national culture (individualism/collectivism, uncertainity aviodance, and masculinity/feminity) as developed by Hofstede (2001).

The objectives of this study include: to identify factors that constitute consumers perceived value of online shopping features that affect trust and attitude, to test the role of cultural value dimensions in the relationship between perceived value of online shopping features, attitude and trust and to evaluate the role of trust and online perceived risk as it affects online purchase intention.


The theoretical framework for this study was adapted from the Technology Acceptance Model (TAM) by Davis et al. (1989) has been used in most research studies relating to information systems adoption. Although this model was developed to explain and predict computer-usage behaviour in the work place, it has been empirically validated in determining ecommerce adoption and as a theoretical foundation in explaining on-line consumer behavour (Klopping & Mckinney, 2004; Lee et al. …

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