The impact of cultural dimensions on the perceived risk of online shopping

Ghachem, Lassaad (Faculty of Economics and Management of Mahdia, Mahdia, Tunisia) ; Etemad-Sajadi, Reza ((Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)) ; Milovan-Ciuta, Anca-Maria (Universitatea de Vest din Timișoara, Roumania) ; Dobre, Costinel (West University of Timisoara, Roumania)

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.


Keywords:
Article Type:
scientifique
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Date:
2019-11
Pagination:
21p.
Published in:
Studia Universitatis Babes Bolyai - Negotia
Numeration (vol. no.):
2019, vol. 64, no. 3, pp. 7-28
DOI:
Appears in Collection:



 Record created 2020-04-28, last modified 2020-05-08

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