Abstract

The nature of e-commerce demands the study of consumer behavior that responds to various cultural preferences. Culture has been identified as an underlying determinant of consumer behavior, and this extends to e-commerce. This research investigates this phenomenon for the Egyptian consumer.

This study highlights the roles of trust, uncertainty avoidance, Internet store familiarity, and reputation as the main factors affecting the perception of the consumer toward e-commerce.

The study results support the significant role of the Internet store's perceived familiarity and reputation as the main antecedents of online trust. The relationship between trust and perceived familiarity and reputation are found to be culturally high for high uncertainty avoidance of the consumer. Also the study highlights the significant effect of trust on the attitude towards and the willingness to buy from an e-commerce site. Furthermore, it provides an understanding of the cultural......

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Title: Ecommerceandculture
Approximate Word Count: 8046
Approximate Pages: 33 (250 words per double-spaced page)

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