ABSTRACT

The purpose of this study was to conduct a cross-cultural comparison of the impact of e-service quality on consumers’ trust-behavioral intentions in online apparel shopping using a proposed theoretical S-O-R model. A total of 1,154 U.S. college students’ (n = 616) and Korean college students’ (n = 538) usable responses were employed to conduct statistical analyses. Regardless of the cultural differences, the results revealed that website design quality and responsiveness (stimulus) in e-service quality are strongly associated with trust (organism) and trust, in turn, acts as a dominant predictor influencing purchase intention (response) in the hypothesized model. Results from this study demonstrate that trust is a key mediator in interconnecting the relationship between website design and responsiveness and online purchase intention in the two countries in the S-O-R paradigm. The current study formulates and empirically tests the theoretical model for global e-commerce strategic thinking and undergirds a deep understanding of the determinant role of trust impacting purchase intentions of young consumers engaging in online apparel shopping in the U.S. and South Korea.

摘要

这项研究的目的是使用建议的理论SOR模型，对电子服务质量对在线服装购物中消费者信任行为意图的影响进行跨文化比较。共有1,154名美国大学生（n = 616）和韩国大学生（n= 538）使用可用的响应进行统计分析。无论文化差异如何，结果都表明，网站设计质量和电子服务质量中的响应性（刺激）与信任（有机体）密切相关，而信任又是影响购买意愿（响应）的主要预测因子。假设模型。这项研究的结果表明，在SOR范式的两个国家中，信任是互连网站设计与响应能力和在线购买意愿之间关系的关键中介。