Dataset Purchase Intention and Purchase Behavior Online: A cross-cultural approach

Published: 16 June 2020| Version 1 | DOI: 10.17632/wy4cw82jpz.1
Contributors:
Nathalie Peña García,
IRENE GIL-SAURA,
Augusto Rodriguez,
José Ribamar Siqueira-Junior

Description

The aim of this research is to assess the main theories about consumer behavior/making decision from the social psychology perspective, to understand the intention to adopt electronic channel and, in this way, to determine the precursors of online purchase intention in an emerging economy, and to compare these precursors with the precursors in a developed economy through a cross-cultural study: H1. Consumer online purchase intention has a positive effect on online purchase behavior H1a. The effect of online purchase intention on online purchase behavior is moderated by culture H2. Attitude toward e-commerce has a positive effect on online purchase intention H2a. The effect of attitude toward e-commerce on online purchase intention is moderated by culture H3. Subjective norms have a positive effect on online purchase intention H3a. The effect of subjective norms on online purchase intention is moderated by culture H4. PBC has a positive effect on online purchase intention H4a. The effect of PBC on online purchase intention is moderated by culture H5. Self-efficacy in online stores has a positive effect on online purchase intention H5a. The effect of self-efficacy in online stores on online purchase intention is moderated by culture H6. EOU of e-stores has a positive effect on attitudes toward e-commerce H6a. The effect of EOU of e-stores on attitudes toward e-commerce is moderated by culture H7. The perceived usefulness of online stores has a positive effect on consumers’ attitudes towards online shopping H7a. National culture moderates the effect of perceived usefulness on attitudes toward online shopping H8. Buying impulse has a positive effect on online purchase intention H9. The perceived EOU of e-stores has a positive effect on buying impulse. H8a. The effect of buying impulse on online purchase intention is moderated by culture H9a. The effect of EOU on buying impulse is moderated by culture H10. Compatibility with e-commerce has a positive effect on online purchase intention H10a. The effect of compatibility on online purchase intention is moderated by culture H11. PIIT has a positive effect on online purchase intention H11a. The effect of PIIT on online purchase intention is moderated by culture

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