Cross-Cultural Differences of Online Store Image Perception and Customer Purchasing Intention

In this study, seven factors affecting consumer perception of online store image are identified based on store image measurement of traditional stores. Enjoyment and trustworthiness are two new antecedents suggested for the online store image. A cultural dimension is also introduced to understand the possible differences of model structure and relationships between online store image perception, attitude toward purchasing at an online store and customer purchasing intention in a cross-cultural setting