The shopping street of the future
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2023-07-03
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en
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In a world where making purchases through online marketplaces, such as Amazon, is becoming more common, there are still reasons why people don't buy online. A fundamental issue affecting customers' decision-making in e-commerce is a lack of trust and interpersonal connection. To promote online purchases, multinationals need to create trustworthiness and legitimacy, however, this can be particularly difficult through online communication. Especially in a cross-cultural context where norms, values, and beliefs of consumers differ. This study examines the influence of social presence and trust on purchase intention, and how culture influences this relationship. The aim of the research is to provide a comprehensive understanding of consumer purchase behavior in the realm of e-marketplaces that are operating in an international context. In order to give further insight, the study conducted a free simulation experiment among a cross-cultural sample, including Dutch, German, and American respondents between the age of 18 – 40. The results from 147 responses show that trust does not influence purchase intention, whereas social presence and culture do have a significant negative influence. In doing so, this study denies the positive role of social presence, and significant influence of trust, and questions the effects of culture.
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Faculteit der Managementwetenschappen