DOI 10.14707/ajbr.210097

A Cross-Cultural Perspective on Factors that Influence
the Intention to Repurchase in Online Marketplaces:
A Comparison Between Thailand and Germany

DOI 10.14707/ajbr.210097

Bastian Eine
Faculty of Design, Computer Science, Media, RheinMain University of Applied Sciences, Wiesbaden, Germany

Peerayuth Charoensukmongkol
International College, National Institute of Development Administration, Bangkok, Thailand

Abstract

This research examines the effect of perceived usefulness, perceived ease of use, trust in the sellers, and perceived sellers’ risk on the intention to repurchase in online marketplaces by respondents from Thailand and Germany. This research also integrates the theoretical framework of cultural values to explore whether these determinants’ effect on the intention to repurchase in online marketplaces differs significantly between the respondents from these two nations. Online survey data were collected from 404 Thai and 405 German participants, and partial least squares structural equation modeling was used for data analysis. The results confirmed the significant effect of perceived usefulness, perceived ease of use, trust in the sellers, and perceived sellers’ risk on the intention to repurchase in online marketplaces. Moreover, the moderating effect analysis showed that the effect of perceived usefulness, perceived ease of use, and trust in the sellers were significantly higher in Thai than in German respondents. However, there was no significant difference between the two nationalities in the effect of perceived sellers’ risk on the intention to repurchase in online marketplaces.

Keywords: E-Commerce, National Culture, Online Shopping, Cross-Cultural Analysis, Online Marketplaces.

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