Tikhomirova Anna, Huang Juan, Chuanmin Shuai, Khayyam Muhammad, Ali Hussain, Khramchenko Dmitry S
School of Economics and Management, China University of Geosciences, Wuhan, China.
School of Mathematics and Physics, China University of Geosciences, Wuhan, China.
Front Psychol. 2021 Oct 5;12:746467. doi: 10.3389/fpsyg.2021.746467. eCollection 2021.
The outgrowth of e-commerce has advanced the development of countries' economies. Today, online marketplaces are targeting not only their local customers but are also spreading their interests overseas, expanding cross-border e-commerce. The current study aims to analyze the interaction of customer's personal traits, such as national culture, disposition to trust, and perceived trustworthiness, and their effect on the purchase intention within different e-commerce contexts. The contexts are chosen based on the country-of-origin parameter and serve as the moderator in the research model. Both direct and indirect effects of cultural dimensions on trustworthiness and purchase intention are analyzed within the research framework. The data for the analysis are randomly collected among the Russian population and assessed using structural equation modeling (SEM). The analysis results prove the marketplace context moderates the interaction of customers' personal traits among each other and their effect on the purchase intention. The study shows that dimensions of national culture have a more substantial effect on perceived trustworthiness and purchase intention in the Chinese marketplace context. The current study contributes to the analysis of customer behavior patterns within context, expanding context-related research direction. It increases the specificity of the culture and trustworthiness research and deepens the understanding of country-of-origin moderating effect in e-commerce. Moreover, addressing a high-level uncertainty avoidance culture within the research framework, the study diversifies the existing set of analyzed cultures in the e-commerce environment. The current study is applicable both in domestic and in cross-border e-commerce practice, broadening the understanding of consumer behavior patterns. The research model is relevant for the analysis of trust-effected behavioral outcomes.
电子商务的发展推动了各国经济的进步。如今，在线市场不仅瞄准本地客户，还将业务拓展至海外，推动了跨境电子商务的发展。本研究旨在分析客户个人特质（如国家文化、信任倾向和感知可信度）之间的相互作用，以及它们在不同电子商务环境下对购买意愿的影响。这些环境是根据原产国参数选定的，并在研究模型中作为调节变量。在研究框架内分析文化维度对可信度和购买意愿的直接和间接影响。分析数据是从俄罗斯人群中随机收集的，并使用结构方程模型（SEM）进行评估。分析结果证明，市场环境调节了客户个人特质之间的相互作用及其对购买意愿的影响。研究表明，在中文市场环境中，国家文化维度对感知可信度和购买意愿的影响更为显著。本研究有助于分析特定环境下的客户行为模式，拓展与环境相关的研究方向。它提高了文化与可信度研究的针对性，加深了对原产国在电子商务中调节作用的理解。此外，本研究在研究框架内考虑了高度规避不确定性的文化，丰富了电子商务环境中现有分析文化的种类。本研究适用于国内和跨境电子商务实践，拓宽了对消费者行为模式的理解。该研究模型对于分析受信任影响的行为结果具有重要意义。
