Dr. Mazen Mohammed Atallah; Dr. Mohammed Abdulellah Yousuf Saeed, Dr. Dhia Ali Noman


The purpose of this study is to understand the role of culture in online purchase intentions. Although studies have recognized and provided compelling arguments that culture is an important determinant of consumers’ intention to purchase online, the current literature is clear that the theoretical foundation of culture is limited; few have investigated the role of culture in the online purchase context. Based on review of relevant literature, this article finds that culture plays a significant role in an online purchasing context and affects the behavior of social network users and their intention to purchase on social commerce sites. Understanding the role of culture in the online context will provide researchers with a comprehensive tool to analyze the interaction between web and e-commerce characteristics and cultural characteristics, and provide practitioners with different approaches to succeed in different countries.

FULL TEXT PDF 1-12] DOI: 10.30566/ijo-bs/2018.2101

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