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 Russian population and assessed using structural equation modeling (SEM). The analysis results prove the marketplace context moderates the interaction of customers' personal traits among each other and their effect on the purchase intention. The study shows that dimensions of national culture have a more substantial effect on perceived trustworthiness and purchase intention in the Chinese marketplace context. The current study contributes to the analysis of customer behavior patterns within context, expanding context-related research direction. It increases the specificity of the culture and trustworthiness research and deepens the understanding of country-of-origin moderating effect in e-commerce. Moreover, addressing a high-level uncertainty avoidance culture within the research framework, the study diversifies the existing set of analyzed cultures in the e-commerce environment. The current study is applicable both in domestic and in cross-border e-commerce practice, broadening the understanding of consumer behavior patterns. The research model is relevant for the analysis of trust-effected behavioral outcomes.
Highlights
In the globalized world, e-commerce is a dynamically developing business direction whose activities have erased borders, giving customers unlimited consumption opportunities
The current study aims to fill the gap in the existing online context-related literature analyzing the influence of customer attributes, namely, the dimensions of the national culture following Hofstede’s cultural dimension theory (Hofstede, 1980) and perceived trustworthiness (Mayer and Davis, 1995) in the context of marketplaces of different country-of-origin
Two dimensions of the national culture measured at the individual level, adopted from Hofstede’s cultural dimension theory, are used as independent variables; three constructs of trustworthiness adapted from Mayer and Davis (1995) are mediator factors in the model
Summary
E-commerce is a dynamically developing business direction whose activities have erased borders, giving customers unlimited consumption opportunities. With the shift of e-commerce from local to crossborder, it is essential to develop e-commerce inside the country and to facilitate the development of ≪international online outshopping (IOO)≫ (Ramkumar and Jin, 2019). To fulfill this task, it is vital for the platforms expanding their business overseas to understand their potential customers’ personal traits, which, on the one hand, will make consumption easy and attractive for customers and, on the other hand, will boost the overseas expansion of the marketplace. The current study aims to fill the gap in the existing online context-related literature analyzing the influence of customer attributes, namely, the dimensions of the national culture following Hofstede’s cultural dimension theory (Hofstede, 1980) and perceived trustworthiness (Mayer and Davis, 1995) in the context of marketplaces of different country-of-origin
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