Individualists vs. Collectivists in B2C E-Business Purchase Intention

Abstract

The purpose of this study is to propose an interpersonal trust (iTrust) model to better understand the online consumer cognitive and affective reactions in a B2C website. This study provides proposition on the influence of culture (Individualistic and Collectivistic) on the relationship between cognitive-based and web design and affect-based trust to buyer behavior aspects towards purchase intention in B2C e-business website. It is important to understand online purchasing perceptions between two different cultural groups because the Individualistic online consumer trust may be higher than the Collectivistic and vice versa.