Purchase intention and purchase behavior online: A cross-cultural approach

Abstract

This article aims to explore the key factors on e-commerce adoption from elements of social psychology, such as attitude, subjective norms, perceived behavioral control, ease of use and perceived usefulness, introducing the study of non-traditional elements like buying impulse, compatibility, and self-efficacy in online stores, contrasting relationships in a cross-cultural environment. The proposed model is tested from quantitative research with a sample of 584 online consumers in Colombia and Spain. The following statistical analyses were conducted: CFA, structural equations, measurement instrument invariance, and multi-group analysis with EQS 6.3 software. The study reveals that self-efficacy in online stores is a key factor in adopting electronic commerce above the cultures studied. Also, there is significant evidence that proves the moderating effect of national culture on several relationships of the model proposed. Results highlight the importance of national culture to understand impulsive buying behavior. The article presents several considerations toward the main elements to generate online purchase intention among consumers in an emerging country and finds substantial differences with consumers in a developed country. Practical implications are made for companies to adopt online channels and expand internationally.

An Analysis of the Impact of Personality Traits towards Augmented Reality in Online Shopping

“…Also, intentions affect the motivational aspects influencing the customer behavior [22]. In order to predict consumer behavior, research show that it is important to analyze the attitudes, assessments, and internal factors that generate the intention of purchase [23]. In addition to the psychological aspects mentioned above, there are also technical aspects related to, for example, the usability of the e-commerce site or the user experience, with research showing that, for example, users leave a site if the site does not load in 3 s, or that a 1 s delay means a decrease in user satisfaction of 16% [24].…”

Cultural dimensions in online purchase behavior: Evidence from a cross-cultural study

“…The main dimensions influencing trust and intention to use e-commerce in Italy are represented by power distance and individualism, while long-term orientation and uncertainty avoidance are the cultural values that influence Chinese consumers’ acceptance of online shopping. Peña-García et al ( 2020 ) analyzed Spanish and Columbian consumers finding that buying impulse is an antecedent of online purchase intention in markets with a short-term orientation such as Columbia, therefore appropriate design strategies for online stores that can trigger purchase should be developed.…”

Customer Behavior on Purchasing Channels of Sustainable Customized Garment With Perceived Value and Product Involvement

“…Following, we formulate a final questionnaire, based on the literature review and the initial survey results, divided into three parts. The first part is designed in order to access the consumer's online shopping channel selection for customized garment product (Jo Anderson-Connell et al, 2002 ; Peña-García et al, 2020 ). The second part aims to measure the perceived value and perceived risk derived by the retailer's channel selection for customized garment product (Dowling, 1986 ; Masoud, 2013 ; Chiu et al, 2014 ).…”

“…Another key topic to consider here concerns the connection between consumer's purchase intention and purchase decision. It is well-known that the consumer's purchase intention results in the final purchase decision (Peña-García et al, 2020 ). However, the purchase intention is aroused by a series of consumer's psychological activities, which are the result of each customer's ability to measure the pros and cons of products, and their related behaviors: we are speaking about customers' perceived value.…”