Abstract Buyers have values and risks affecting their online purchase behavior. This study captures cash on delivery, an online payment method found in emerging markets, as a moderator between utilitarian and hedonic value, perceived risks, and online purchase intention. A survey on a sample of 365 respondents from Egypt is utilized. Results show that cash on delivery increases hedonic value, yet does not affect utilitarian value or risks. Understanding consumers in different regions helps practitioners develop correct strategies for survival in global markets. Marketing researchers would benefit by developing models that are more comprehensive of consumer behavior in diverse regions.

中文翻译：

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交付现金作为新兴市场电子商务增长的决定因素

摘要买方具有影响其在线购买行为的价值和风险。这项研究捕获了交付现金（一种在新兴市场中发现的在线支付方式）作为功利和享乐价值，感知风险和在线购买意愿之间的调节者。利用了对来自埃及的365名受访者的抽样调查。结果表明，货到付款可提高享乐价值，但不会影响功利价值或风险。了解不同地区的消费者可以帮助从业者制定正确的策略，以在全球市场中生存。市场研究人员将通过开发模型来受益，该模型可以更全面地了解不同地区的消费者行为。