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.
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