Cross-Cultural Differences of Online Store Image Perception and Customer Purchasing Intention

Authors

Qinyu Liao, Dept. of Management and Information System Mississippi State University, Mississippi State, MS, 39762, U.S.A.Follow
J.P. Shim, Dept. of Management and Information System Mississippi State University, Mississippi State, MS, 39762, U.S.A.Follow

Document Type

Article

Abstract

In this study, seven factors affecting consumer perception of online store image are identified based on store image measurement of traditional stores. Enjoyment and trustworthiness are two new antecedents suggested for the online store image. A cultural dimension is also introduced to understand the possible differences of model structure and relationships between online store image perception, attitude toward purchasing at an online store and customer purchasing intention in a cross-cultural setting.

Recommended Citation

Liao, Qinyu and Shim, J.P., "Cross-Cultural Differences of Online Store Image Perception and Customer Purchasing Intention" (2004). ICEB 2004 Proceedings (Beijing, China). 40.
https://aisel.aisnet.org/iceb2004/40