Does online perceived risk depend on culture? Individualistic versus collectivistic culture

Abstract

The study examines the different effects of privacy concerns, evidence of security protection and e-retailer reputation on perceived risk in cross-cultural perspectives. The study empirically tested the model using cross-cultural data collected from two countries typically representing individualistic and collectivistic cultures. The results of the study support the theoretical argument that culture affects the influence of privacy concerns, evidence of security protection and e-retailer reputation on perceived risk. The study also contributes to managerial development by providing important insights for multinational online business managers.

Keywords:

• Individualism/collectivism
• non-personal risk
• personal risk
• privacy concerns
• security protection
• website retailer reputation

Notes

1. The main findings, research context and cultural dimensions involved in the past cross-cultural studies on perceived risk are available from the author upon request.

2. Perceived risk dimensions and their concepts proposed in marketing and information system literature are available from the author upon request.

3. Demographic characteristics are available from the author upon request.