Uncertainty Avoidance and Consumer Perceptions of Global e-Commerce Sites: A Multi-Level Model
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Authors
Karahanna, Elena
Williams, Clay K.
Polites, Greta L.
Liu, Ben
Seligman, Larry
Issue Date
2013-10
Type
Article
Language
en_US
Keywords
Electronic Commerce
Alternative Title
Abstract
Online purchasing is a decision-making process that involves inherent uncertainty. Yet consumer
tolerance for uncertainty differs across cultures, requiring e-vendors to decide whether to adapt
websites to different cultures when operating globally. We examine the effect of Hofstede’s cultural
dimension of uncertainty avoidance (UA) on consumer perceptions of e-loyalty. Viewing
information quality, trust, and system quality as uncertainty reduction mechanisms, UA is
hypothesized to moderate relationships involving these constructs in a recognized model of IS
success. Specifically, we posit that relationships involving these constructs will be stronger for
consumers from high UA cultures. Using data drawn from over 3,500 actual consumers from 38
different countries, and controlling for the impact of other cultural dimensions, results suggest that
UA moderates the effects of information quality on perceived usefulness, and of trust on e-loyalty,
but not system quality relationships. We discuss practical implications of our research, in regard to
designing websites intended for global use.
Description
36 pages
Citation
Publisher
Drake Management Review