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.

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