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Cross-cultural examination of apparel online purchase intention: S-O-R paradigm

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초록

The purpose of this study was to conduct a cross-cultural comparison of the impact of e-service quality on consumers’ trust-behavioral intentions in online apparel shopping using a proposed theoretical S-O-R model. A total of 1,154 U.S. college students’ (n = 616) and Korean college students’ (n = 538) usable responses were employed to conduct statistical analyses. Regardless of the cultural differences, the results revealed that website design quality and responsiveness (stimulus) in e-service quality are strongly associated with trust (organism) and trust, in turn, acts as a dominant predictor influencing purchase intention (response) in the hypothesized model. Results from this study demonstrate that trust is a key mediator in interconnecting the relationship between website design and responsiveness and online purchase intention in the two countries in the S-O-R paradigm. The current study formulates and empirically tests the theoretical model for global e-commerce strategic thinking and undergirds a deep understanding of the determinant role of trust impacting purchase intentions of young consumers engaging in online apparel shopping in the U.S. and South Korea.

Abstract

The purpose of this study was to conduct a cross-cultural comparison of the impact of e-service quality on consumers’ trust-behavioral intentions in online apparel shopping using a proposed theoretical S-O-R model. A total of 1,154 U.S. college students’ (n = 616) and Korean college students’ (n = 538) usable responses were employed to conduct statistical analyses. Regardless of the cultural differences, the results revealed that website design quality and responsiveness (stimulus) in e-service quality are strongly associated with trust (organism) and trust, in turn, acts as a dominant predictor influencing purchase intention (response) in the hypothesized model. Results from this study demonstrate that trust is a key mediator in interconnecting the relationship between website design and responsiveness and online purchase intention in the two countries in the S-O-R paradigm. The current study formulates and empirically tests the theoretical model for global e-commerce strategic thinking and undergirds a deep understanding of the determinant role of trust impacting purchase intentions of young consumers engaging in online apparel shopping in the U.S. and South Korea.

참고문헌 (53)

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