mdh.sePublications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
How Culture Moderates the Effect of Trust on Online Shopping Frequency
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2016 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

People all over the world are embracing online shopping and there is a general agreement that trust plays a key role in influencing online shopping frequency. This project seeks to address the increasing need for new studies in this area. This is an empirical project that investigates the moderating effects of culture on the impact of trust on online shopping frequency. The central focus of this project was to examine whether culture affects the decision of the international consumer to trust in online shopping contexts. In an attempt to contribute to both cross-cultural and e-commerce research, the project examined shoppers across 34 countries using two of Hofstede’s six cultural dimensions: Uncertainty avoidance and Individualism.

The project took a post-positivist approach to research and adopted a mixed method research design. Thus, data were collected using both quantitative and qualitative research designs, which provided a complimentary triangulation of the results. Both secondary and primary data sources were used, as the project developed a model and tested several hypotheses based on the literature on e-commerce, social psychology, and culture. Seven hypotheses were tested and research results revealed that trust has a positive impact on online shopping frequency in a multicultural context. Interestingly, no moderation effects were found for culture.

The importance of this project lies in the fact that it seeks to further research at the intersection of culture, trust, and online shopping. Moreover, unlike most e-commerce projects that gather data from students within a single country, this project examines data from respondents of various demographic and socioeconomic characteristics, across several countries.

Place, publisher, year, edition, pages
2016. , 51 p.
Keyword [en]
Trust, Online Shopping frequency, Culture, E-vender, E-shoppers, Uncertainty avoidance, Individualism, Collectivism
National Category
Business Administration
Identifiers
URN: urn:nbn:se:mdh:diva-32338OAI: oai:DiVA.org:mdh-32338DiVA: diva2:946363
Presentation
2016-05-26, Högskoleplan 1, Västerås, Mälardalen University (Västerås), 10:00 (English)
Supervisors
Examiners
Available from: 2016-07-06 Created: 2016-07-05 Last updated: 2016-07-06Bibliographically approved

Open Access in DiVA

Master Thesis (EFO704) Group A2(2212 kB)231 downloads
File information
File name FULLTEXT01.pdfFile size 2212 kBChecksum SHA-512
80c40ecb6c1b173e03846bd0bb20b0d6e334c12ed214a397bca14123f457b54b79bfe09afa3206085426e681a132786a9bde0afe056ece80e805ede018901a42
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Farley, Augustine Yuty DuwehMurched, Nour
By organisation
School of Business, Society and Engineering
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 231 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 447 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf