Cultural Differences and Different Stimuli for Online Purchasing Intention

Alessandro Bigi, Michelle Bonera, and Elisabetta Corvi

Several managerial and marketing research has investigated the primary antecedents/drivers involved in the online trust building process. The impact exerted by each of these stimuli on consumers’ purchase intentions, varies on the basis of the cultural characteristics of the country where the e-commerce store is available. Therefore, in order to use actively such stimuli it is important to understand possible relations between cultural differences and online purchasing antecedents. The study aims to explore such relations addressing the research on online purchasing segments in countries that show cultural differences.