The roles of user interface design and uncertainty avoidance in B2C ecommerce success: Using evidence from three national cultures

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dc.contributor.authorHassna, Ghazwanen
dc.contributor.authorRouibah, Kamelen
dc.contributor.authorLowry, Paul Benjaminen
dc.contributor.authorPaliszkiewicz, Joannaen
dc.contributor.authorMadra-Sawicka, Magdalenaen
dc.date.accessioned2023-11-13T13:18:31Zen
dc.date.available2023-11-13T13:18:31Zen
dc.date.issued2023-09-01en
dc.date.updated2023-11-12T08:34:54Zen
dc.description.abstractMost related previous studies have focused on measuring B2C ecommerce success instead of exploring its predictors, and even fewer studies have tested their models across diverse cultures, even though most ecommerce markets involve multiple cultures. Our study extends this line of research by newly identifying and incorporating three predictors of B2C ecommerce success's system-quality dimension: the formatting quality (FQ), picture quality (PQ), and third-party seal (TPS) user-interface-design factors (UIDFs). Given the uncertainty associated with online shopping, we also incorporated uncertainty avoidance's moderating influence on B2C ecommerce success as one of Hoftstede's national culture dimensions. Motivated by cross-cultural research suggesting that behavioral models often do not hold across different cultures, we tested our model using a sample of 768 B2C consumers from Kuwait, Poland, and Latvia. These countries represent three distinct and understudied national cultures: the Arab world, Central Europe, and Eastern Europe. Our results support our newly hypothesized model, suggesting that both picture quality and formatting positively affect system quality, while—surprisingly—TPSs do not. We also found that uncertainty avoidance moderates the relationship between user satisfaction and reuse intentions but not the relationship between perceived value and reuse intentions. Finally, we found that our newly expanded model is robust across the three national cultures we explored; therefore, it can explain reuse intentions in distinct cultures and a B2C ecommerce context. This study's findings present important implications for practitioners and researchers who seek to understand and improve B2C ecommerce success across distinct national cultures.en
dc.description.versionAccepted versionen
dc.format.extent13 page(s)en
dc.format.mimetypeapplication/pdfen
dc.identifierARTN 101297 (Article number)en
dc.identifier.doihttps://doi.org/10.1016/j.elerap.2023.101297en
dc.identifier.eissn1873-7846en
dc.identifier.issn1567-4223en
dc.identifier.orcidLowry, Paul [0000-0002-0187-5808]en
dc.identifier.urihttp://hdl.handle.net/10919/116651en
dc.identifier.volume61en
dc.language.isoenen
dc.publisherElsevieren
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subjectB2C ecommerce successen
dc.subjectUser interface designen
dc.subjectPicture qualityen
dc.subjectFormatting qualityen
dc.subjectThird-party seals (TPSs)en
dc.subjectNational cultureen
dc.subjectUncertainty avoidanceen
dc.subjectCross-cultureen
dc.subjectINFORMATION-SYSTEMS SUCCESSen
dc.subjectWEB SITE DESIGNen
dc.subjectMCLEAN MODELen
dc.subjectSERVICE QUALITYen
dc.subjectCOMPUTING SATISFACTIONen
dc.subjectCONSUMER PERCEPTIONSen
dc.subjectTRUSTen
dc.subjectCOMMERCEen
dc.subjectDELONEen
dc.subjectPRIVACYen
dc.subject46 Information and Computing Sciencesen
dc.titleThe roles of user interface design and uncertainty avoidance in B2C ecommerce success: Using evidence from three national culturesen
dc.title.serialElectronic Commerce Research and Applicationsen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten
dc.type.otherArticleen
dc.type.otherJournalen
pubs.organisational-group/Virginia Techen
pubs.organisational-group/Virginia Tech/Pamplin College of Businessen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/Business Information Technologyen
pubs.organisational-group/Virginia Tech/All T&R Facultyen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/PCOB T&R Facultyen

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