网络购买意愿的前因:伊朗与马来西亚的跨国研究

2016 10th International Conference on e-Commerce in Developing Countries: with focus on e-Tourism (ECDC) Pub Date : 2016-04-15 DOI:10.1109/ECDC.2016.7492988

S. M. Eshaghi, Mona Afshardoost, M. Ahmadi

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引用次数: 6

摘要

本研究考察了文化价值观如何影响伊朗和马来西亚消费者在网上购买意愿方面的决策。研究结果表明，文化价值观是网站信任、感知网站隐私和网站质量的先决条件。因此，比较伊朗和马来西亚的在线购买意愿模型，网站信任显著影响了马来西亚模型的在线购物频率，而伊朗模型没有。在伊朗模式中，感知到的网站隐私和网站质量显著影响了网上购物频率，而在马来西亚模式中则没有。讨论了本研究的意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Antecedents of online purchase intention: A cross-national study between Iran and Malaysia

This study examines how cultural values influence consumer decision-making with respect to online purchase intention in Iran and Malaysia. The findings suggest that cultural values are antecedents to Website trust, perceived Website privacy and Website quality. As a result, comparing the Iranian and Malaysian models of online purchase intention, Website trust significantly affected the frequency of online shopping in the Malaysian model, but it did not in the Iranian model. The perceived Website privacy and Website quality significantly affected online shopping frequency in the Iranian model, but not in the Malaysian model. The implications of the study were discussed.

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来源期刊

2016 10th International Conference on e-Commerce in Developing Countries: with focus on e-Tourism (ECDC)

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