Abstract:

This research suggests an online interpersonal trust (iTrust) to better understand the buyer cognitive and affective reactions towards online purchasing. To complete this main goal, this study provides proposition on the effect of culture (Individualistic and collectivistic) on online interpersonal trust (cognitive and affect-based trust) related to web design and buyer behavior aspects towards purchase intention in B2C e-business website. It is important to compare online shopping perceptions between two different groups because the Individualistic buyers’ satisfaction may be completely ineffective in producing a desired response in the Collectivistic.