@article{kang2016individualists,
  title = {Individualists vs. Collectivists in B2C E-Business Purchase Intention},
  author = {Kyeong Kang and Osama Sohaib},
  year = 2016,
  url = {https://ibimapublishing.com/articles/JIEBS/2016/948644/},
  journal = {Journal of Internet and e-business Studies},
  volume = (2016),
  pages = 11,
  doi = 10.5171/2016.948644,
  abstract = {The purpose of this study is to propose an interpersonal trust (iTrust) model to better understand the online consumer cognitive and affective reactions in a B2C website. This study provides proposition on the influence of culture (Individualistic and Collectivistic) on the relationship between cognitive-based and web design and affect-based trust to buyer behavior aspects towards purchase intention in B2C e-business website. It is important to understand online purchasing perceptions between two different cultural groups because the Individualistic online consumer trust may be higher than the Collectivistic and vice versa.
 },
  keywords = {E-business, B2C, Individualistic and collectivistic, Interpersonal trust, Cognitive and Affect-based trust, iTrust},
  note = Article ID: 948644
}