PERCIEVED VALUE DIMENSIONS ON ONLINE SHOPPING INTENTION: THE ROLE OF TRUST AND CULTURE

Trust in e-commerce and most espically in online shopping is one of the most effective approach for reducing buyer’s uncertainity and which could serve as a key hinderance to online transactions. This study investigates the influence of perceived value dimensions (utilitarian and hedonic value) on trust, attitude, perceived risk and purchase intention in online shopping. The moderating role of individual culture (using masculinity/femininity, uncertainty avoidance and individualism/collectivism) was assessed on the interaction between perceived value dimensions trust, perceived risk and purchase intention in online shopping. Data was collected from 558 undergraduate students who are constant users of online shopping. Exploratory factor analysis and confirmatory factor analysis were used to validate the reliability and validity of the study variables. Structural equation modelling was used to test the hypothesised relationships. Results revealed that interaction of perceived value dimension and individual culture significantly affects trust, perceived risk and purchase intention to use online shopping. Findings from this study provided insights for managerial implications relevant for enhancing online shoppers trust with varying cultural values