Thisarticledescribeshowdespitetheextensiveacademicinterestine-commerce,aninvestigation ofconsumercognitiveinnovativenesstowardsnewproductpurchaseintentionhasbeenneglected. Basedon the stimulus–organism–response (S–O–R)model, this study investigates theconsumer cognitive innovativeness and the moderating role of the individual consumer-level uncertainty avoidanceculturalvalue towardsnewproductpurchase intention inbusiness-to-consumer(B2C) e-commerce.Structuralequationmodelling,suchaspartialleastsquares(PLS)pathmodellingwas usedtotestthemodel,usingasampleof255participantsinAustraliawhohavehadprioronline shoppingexperience.Thefindingsshowthattheonlinestorewebatmosphereinfluencesconsumers’ cognitiveinnovativenesstopurchasenewproductsincountrieswithdiversedegreesofuncertainty avoidancesuchasAustralia.TheresultsprovidesomeguidanceforaB2Cwebsitedesignbasedon howindividual’suncertaintyavoidanceandcognitiveinnovativenesscanaidtheonlineconsumer purchasingdecision-makingprocess. KEywoRdS Cognitive Innovativeness, Consumer Innovativeness, Culture, E-Commerce, New Product Purchase, Social Networking Services, Uncertainty Avoidance, Web Accessibility, Web Design

中文翻译：

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电子商务中的不确定性规避和消费者认知创新

结果表明，在线存储网络气氛会影响消费者的认知创新能力，从而在各个国家/地区以不同程度的不确定性购买新产品。这样的结果为B2C网站设计提供了一些指导，基于个人如何避免不确定性和认知创新来提供帮助。在线消费者购买决策制定过程。KEYWORDS认知创新，消费者创新，文化，电子商务，新产品购买，社交网络服务，避免不确定性，网站可访问性，网站设计