While there have always been cultural differences between countries and between individuals, the virtualisation of markets is rendering the impact of these differences even more salient. There is clear evidence that cultural dimensions are relevant in the adoption and use of e-commerce. The purpose of this paper is to analyse the significant effects of individual cultural dimensions on perceived product quality, perceived risk and purchase intention in e-commerce platforms.,A questionnaire was developed to serve as a tool of measurement. A confirmatory factor analysis was conducted to examine whether all the indicators for the constructs are reliable. A multiple regression analysis was carried out to test the hypotheses.,The results reveal that, in the case of e-commerce platforms, the cultural dimensions uncertainty-avoidance and collectivism exert a significant influence on perceived product quality, perceived risk and purchase intention.,The present study is based on real well-known e-commerce platforms which could have influenced the responses of the sample due to potential past experiences of use. An experimental design based on fictitious platforms could offer more objective findings.,This research contributes to the understanding of e-commerce and the behaviour of consumers during online purchasing, taking into account the cultural differences that may exist between them.,The literature on individual cultural dimensions – that is, non-national cases – and the variables analysed in the present study suffers from great limitations. This study complements a growing interest in analysing the individual cultural dimensions and their effects on the sphere of e-commerce, specifically on perceived product quality, purchase intention and perceived risk during browsing, measured in terms of the six types of risk prevalent in e-commerce platforms.

中文翻译：

---

对电子商务平台中感知的产品质量，感知的风险和购买意图的跨文化分析

尽管国家之间和个人之间一直存在文化差异，但市场虚拟化使这些差异的影响更加突出。有明确的证据表明，文化方面与电子商务的采用和使用有关。本文的目的是分析各个文化维度对电子商务平台中感知产品质量，感知风险和购买意愿的重大影响。开发了问卷调查作为衡量工具。进行了验证性因素分析，以检查构建体的所有指标是否可靠。进行了多元回归分析以检验假设。结果表明，在电子商务平台中，文化方面的不确定性规避和集体主义对感知的产品质量，感知的风险和购买意愿产生重大影响。本研究基于真实的知名电子商务平台，该平台可能会影响样本的响应过去的使用经验。基于虚拟平台的实验设计可能会提供更多客观的发现。考虑到他们之间可能存在的文化差异，本研究有助于理解电子商务和在线购买过程中的消费者行为。文化层面（即非国家案例）以及本研究中分析的变量存在很大局限性。