Consumer Behavior in Online Risky Purchase Decisions: Exploring Trustworthiness Across Culture

Int. J. Online Mark. Pub Date : 2018-04-01 DOI:10.4018/IJOM.2018040101

K. Strang

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引用次数: 8

Abstract

Thereisverylittleresearchabouthowconsumersofdifferentracestrustonlinemarketinginformation frombusinessesorgovernmentwhenmakingexpensivepurchasedecisionssuchascancertreatment medicine.Inthisarticle,alargecross-culturalsamplewassurveyedtoevaluatetrustbelieflevels forcommononlineinformationsourceswhenmakingriskypurchasedecisions.Trustbelieflevels ofonlineinformationsourcesweresignificantlydifferentacrossethnicityandgenderwhenmaking riskydecision.Femalesacrossallethnicitiesheldhighertrustbeliefsforonlineinformationsources, andAsianfemalesinparticularhadthehighesttrustbeliefsforonlinedatafromlibraryresearch tohealthcareproviders.Trustbelieflevelswerelowerforonlinesocialmediaandbank/financial institutiononlineinformationsourcesforriskypurchasedecisions.Thesefindingscanbeusedby leaders,politicalauthorities,andconsumerbehaviormarketingmanagerstosegmentconsumersby demographiccharacteristics. KEywORDS Consumer Behavior, Cross-Culture, Online Information, Risky Marketing Decision Making, Trustworthiness

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在线风险购买决策中的消费者行为:跨文化的可信度探索

Thereisverylittleresearchabouthowconsumersofdifferentracestrustonlinemarketinginformation frombusinessesorgovernmentwhenmakingexpensivepurchasedecisionssuchascancertreatment医学。Inthisarticle，alargecross-culturalsamplewassurveyedtoevaluatetrustbelieflevels forcommononlineinformationsourceswhenmakingriskypurchasedecisions。Trustbelieflevels ofonlineinformationsourcesweresignificantlydifferentacrossethnicityandgenderwhenmaking riskydecision。Femalesacrossallethnicitiesheldhighertrustbeliefsforonlineinformationsources, andAsianfemalesinparticularhadthehighesttrustbeliefsforonlinedatafromlibraryresearch tohealthcareproviders。Trustbelieflevelswerelowerforonlinesocialmediaandbank/ financial.com institutiononlineinformationsourcesforriskypurchasedecisions。Thesefindingscanbeusedby领导人，politicalauthorities，andconsumerbehaviormarketingmanagerstosegmentconsumersby demographiccharacteristics。关键词:消费者行为，跨文化，网络信息，风险营销决策，可信度

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Int. J. Online Mark.

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