THE IMPACT OF CULTURAL DIMENSIONS ON THE PERCEIVED RISK OF ONLINE SHOPPING

Lassaad Ghachem (), Costinel Dobre (), Reza Etemad-Sajadi () and Anca Milovan-Ciuta ()
Additional contact information
Lassaad Ghachem: University of Monastir, Tunisia
Costinel Dobre: West University of Timisoara, Romania
Reza Etemad-Sajadi: Ecole Hôtelière de Lausanne, Switzerland
Anca Milovan-Ciuta: West University of Timisoara, Romania

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, 2019

Abstract: This article analyzes the influence of cultural factors on the perceived risks of buying online. To this end, we conducted a survey on a sample of Francophone African students, through an online questionnaire. In order to test the developed research model, we opted for structural equation modeling (SEM), using the Smart PLS 2.0 software. Data analysis has highlighted the importance of power distance in perceiving the risks of online buying and, on the other hand, the fact that online buying risk perception is less important in cultures where uncertainty avoidance is high. Based on these research results, marketers could adapt their marketing approaches at a local, regional or international level.

Keywords: online marketing; perceived risk; cultural values; mental accounting; privacy; financial risk (search for similar items in EconPapers)
JEL-codes: L81 M10 M31 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_3_2019.pdf Revised version, 2019 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bbn:journl:2019_3_1_ghachem

Access Statistics for this article

JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA is currently edited by Cornelia Pop

More articles in JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA from Babes-Bolyai University, Faculty of Business Contact information at EDIRC.
Bibliographic data for series maintained by Cornelia Pop ( this e-mail address is bad, please contact ).