THE IMPACT OF CULTURAL DIMENSIONS ON THE PERCEIVED RISK OF ONLINE SHOPPING
THE IMPACT OF CULTURAL DIMENSIONS ON THE PERCEIVED RISK OF ONLINE SHOPPING
Author(s): Lassaad Ghachem, Costinel Dobre, Reza Etemad-Sajadi, Anca Milovan-CiutaSubject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Studia Universitatis Babes-Bolyai
Keywords: online marketing; perceived risk; cultural values; mental accounting; privacy; financial risk;
Summary/Abstract: This article analyzes the influence of cultural factors on the perceived risks of buying online. To this end, we conducted a survey on a sample of Francophone African students, through an online questionnaire. In order to test the developed research model, we opted for structural equation modeling (SEM), using the Smart PLS 2.0 software. Data analysis has highlighted the importance of power distance in perceiving the risks of online buying and, on the other hand, the fact that online buying risk perception is less important in cultures where uncertainty avoidance is high. Based on these research results, marketers could adapt their marketing approaches at a local, regional or international level.
Journal: Studia Universitatis Babes Bolyai - Negotia
- Issue Year: 64/2019
- Issue No: 3
- Page Range: 7-28
- Page Count: 22
- Language: English
