This research-in-progress extends studies in online commerce adoption by proposing a behavioral model that suggests that the buyer’s willingness to purchase online depends on the perceptions of the architectural quality of a website and influenced by cultural values. Building on the existing studies in e-commerce and cross-cultural research, this paper addresses the influence of cultural values at the individual level of analysis. These values include uncertainty avoidance and high- and low-context of information communication.
Mavlanova, Tamilla, "The Effect of Cultural Values on the Perceptions of Architectural Quality of Websites in E-Commerce" (2014). SIGHCI 2014 Proceedings. 10.