Investigating Uncertainty Avoidance and Perceived Risk for Impacting Internet Buying: A Study in Three National Cultures

By Mahmud Al Kailani, Rachna Nanda Kumar. 2011

151 citations recorded by the source corpus.

The purpose of this research is to investigate factors impacting internet buying in three cultures: USA, India, and Jordan. While several consumer characteristics impacting internet buying have been studied in previous research, there has been relatively little research which studies the factors across national cultures. Internet buying and commerce has a global reach and several corporations count on global markets for expansion and growth. As a result, it is critical to understand the particular nature of differences in consumer characteristics impacting internet buying in different countries and cultures. This paper reports on an empirical study, which tests the impact of consumer characteristics uncertainty avoidance and perceived risk on internet buying. Data was collected and analyzed from USA, Jordan, and India. Results indicate that in cultures where uncertainty avoidance is high, perceived risk with internet, buying is also high, and this impacts internet buying negatively. Cultures where perceived risk is high, it impacts internet buying negatively. Results provide practical implications to web based vendors on consumer characterize that should be taken into account when marketing online in different cultures. Results also provide valuable insights into the nature of internet buying and the factors that limit internet-buying acceptance across cultures.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/454e204327d221e2a7b8e6d81d629705d1eff99b

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

1. S. Mohseni
2. Sajad Rezaei
3. Fevzi Okumus
4. Sreenivasan Jayashree
5. Azilah Kasim

In Organizational Behavior and Human Resource Management

1. Sajad Rezaei
2. Fevzi Okumus

In Sociology and Political Science

1. Sajad Rezaei
2. Fevzi Okumus
3. Azilah Kasim

Citations in the corpus

• The Effects of Social Media Marketing on Online Consumer Behavior (2013, background): “One of the advantages of internet is that it enables businesses to reach a worldwide customer population, so that customers can survey, select, and purchase products and services from businesses around the world (Al Kailani & Kumar, 2011).”
• Attracting tourists to travel companies’ websites: the structural relationship between website brand, personal value, shopping experience, perceived risk and purchase intention (2018, background): “Risk may appear in the purchase environment once a consumer believes that he cannot control purchase outcomes or that consequences of a wrong decision would be important and serious (Kailani & Kumar, 2011; Noh & Vogt, 2012).”