Organizational Culture Management

Organizational Culture Management

Impact of Hofsted’s Culture on Customer’s Trust in Online Shopping Considering the Mediatory Role of the Customer’s Perception of Corporation

Document Type : Research Article

Authors
Fateme Nezhad Shokoohi 1
Habibollah Doaei 2
1 Master of business Management, Ferdowsi University, Mashhad.
2 Associate Professor, Administration and Economic Science Faculty, University of Sistan & Baloochestan.
10.22059/jomc.2014.50185
Abstract
With increase in the sales of goods and services via the internet and the widespread deployment of electronic commerce, trust in electronic commerce becomes a vital element. Many factors influence on customer’s trust. The current study use structural equation modeling to study the relationship among hofsted’s culture and online shopping, with regard the meditational effects customer’s perception to corporation. This study includes all hofsted cultural dimensions, that first time is that is done in Iran.
Validity was accepted by factor analysis and reliability was accepted by Cronbach’s alpha scores. From students of Ferdowsi University of Mashhad in 1391-92 years, as the sample of statistical methods and survey research, 384 questionnaires were collected. PLS method was used for data analysis. Findings, in general, showed that masculinity/ Femininity influence on customer’s perception about of corporation reputation .Also, the customer’s perception about of reputation & size corporation influence on customer’s trust in online shopping .The customer’s perception about of reputation & size corporation had a meditational role in the relationship between the masculinity/ Femininity and the customer’s trust in online shopping. Limitation include culture quantative analyzing, but culture is a qualitative conception.
Keywords
Customer’s perception of corporation
Customer’s trust
Hofsted’s culture
Online shopping
Organizational Culture Management
Volume 12, Issue 1 - Serial Number 1
Spring 2014
Pages 105-123