The effects of website design on purchase intention in online shopping: The mediating role of trust and the moderating role of culture
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.
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Visual appearance is preferred more by collectivist consumers than individualistic consumers.
“Besides, the authors in Ganguly et al. (2010) discussed that visual appearance are preferred more by collectivist consumers than individualistic.”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Ganguly et al. (2010)
Consumers in dissimilar cultures might have different expectations of what makes an online store trustworthy.
“Moreover, to establish an iTrust, consumers in dissimilar cultures might have different expectations of what makes an online store trustworthy (Kim, 2005; Sia et al., 2009; Ganguly et al., 2010; Kim and Park, 2013).”
From Individual level culture influence on online consumer iTrust aspects towards purchase intention across cultures: A S-O-R model (2015) · cites this paper as Ganguly et al., 2010
The moderating role of cultural traits in the online shopping environment has been found in several studies.
“The moderating role of cultural traits in the online shopping environment has been found in several studies (Chai & Pavlou, 2004;Ganguly et al., 2010;Yoon, 2009).”
From Drivers of Consumer Adoption of e-Commerce: a Meta-Analysis (2022) · cites this paper as Ganguly et al., 2010
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- Authors
- Ganguly, B., Dash, S. B., Cyr, D., & Head, M.
- Affiliations
- Chandragupt Institute of Management (IN)
- Indian Institute of Management Lucknow (IN)
- Simon Fraser University (CA)
- McMaster University (CA)
- Venue
- International Journal of Electronic Business
- Publisher
- Inderscience Publishers
- Published
- 2010
- Volume
- 8
- Issue
- 4/5
- Pages
- 302
- ISSN
- 1470-6067 (ISSN-L)
- 1741-5063
- OpenAlex
- W2100267791
- Cited by
- 314
- References
- 85
- Citations by year
- 2026: 6 · 2025: 12 · 2024: 26 · 2023: 30 · 2022: 31 · 2021: 44 · 2020: 42 · 2019: 23 · 2018: 26 · 2017: 7 · 2016: 25 · 2015: 13 · 2014: 16 · 2013: 5 · 2012: 6
- FWCI
- 9.23
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Electronic Business (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- web design, purchase intention, online shopping, trust in online transactions, risk perception, culture, moderating effect, e-commerce, consumer trust
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