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Drivers and Impact of Intention to Adopt Online Purchases: The Moderating Effects of Cultural Values

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  • Alphonse MEFOUTE BADIANG
  • Emile Saker NKWEI

Abstract

This study examines the factors determining the adoption of online purchases among customers and the influence of cultural variables in an African context. The research is based on a combination of IS/IT theories and models about the adoption of online purchases. The hypotheses are tested using structural equation modeling (PLS-SEM) on a sample of 446 individuals. The findings show that rational perception variables drive users' intention to adopt online purchases; cultural values in Africa affect online purchases. Customers who value physical interaction with the product are more likely to make online purchases, primarily for hedonic reasons, and the relationship between utilitarian expectation and purchase intention depends on the level of conformity to the group and the effect of intention to adopt online purchases on repeat purchase intention is positive and stronger among consumers with low group conformity. The implications and limitations of the research are explained.

Suggested Citation

  • Alphonse MEFOUTE BADIANG & Emile Saker NKWEI, 2024. "Drivers and Impact of Intention to Adopt Online Purchases: The Moderating Effects of Cultural Values," International Business Research, Canadian Center of Science and Education, vol. 17(3), pages 1-69, June.
    • Handle: RePEc:ibn:ibrjnl:v:17:y:2024:i:3:p:69
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    References listed on IDEAS

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    1. Alalwan, Ali Abdallah & Dwivedi, Yogesh K. & Rana, Nripendra P., 2017. "Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust," International Journal of Information Management, Elsevier, vol. 37(3), pages 99-110.
    2. Kala Kamdjoug, Jean Robert & Wamba-Taguimdje, Serge-Lopez & Wamba, Samuel Fosso & Kake, Ingrid Bive'e, 2021. "Determining factors and impacts of the intention to adopt mobile banking app in Cameroon: Case of SARA by afriland First Bank," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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