| Keywords [eng] |
risk aversion, dispositional trust, technophobia, uncertainty avoidance, individualism/collectivism, intention to purchase online, PU, PEOU, attitude towards online purchasing |
| Abstract [eng] |
59 pages, 25 tables, 4 figures, 219 references, 17 annexes. The purpose of this master thesis is to study the moderating effect of uncertainty avoidance and individualism/collectivism on the relationship between risk aversion, dispositional trust, technophobia, and intention to purchase online. The master thesis consists of the following parts: analysis of literature, research and its results, and conclusions and recommendations drawn based on results of analysis. In the literature analysis, the author reviews theoretical background and previous studies for such concepts as risk aversion, dispositional trust, and technophobia, and cultural dimensions as uncertainty avoidance and individualism/collectivism, and impact they might have on intention to purchase online. Based on literature review, the author develops research model and hypotheses, and carries out the survey in form of online questionnaire. The purpose of questionnaire was to find out respondents’ level of risk aversion, dispositional trust, technophobia, PU, PEOU, attitude towards online purchasing and intention to purchase online, so that afterwards evaluate how the proposed within hypotheses relations work. Further results were evaluated, compared with previous research results and conclusions and recommendations written down. The analyses were performed in SPSS program. The reliability of received results was confirmed by Cronbach’s Alpha coefficient, which was higher than 0.65, which indicates that all scales used in current research were consistent. To check relations and impacts, the author uses Pearson’s correlation coefficient, regression analysis, and process procedure for SPSS of Andrew F. Hayes to check moderation effects. By performed analysis, the author finds out that risk aversion and technophobia have negative effect on intention to purchase online, while dispositional trust has positive effect on it; however, dispositional trust has to be found has no effect directly through perceived-ease-of-use but influence only through perceived usefulness. Results show that uncertainty avoidance lessens proposed relations between PU, PEOU, attitude towards online purchasing and intention to purchase online, and moderation reinforcement effect of individualism/collectivism was found to be significant only for relation between attitude towards purchasing online and intention to purchase online. In the conclusions and recommendations, the author sums up the received results comparing them to previous studies, summarizes the most important and relevant findings, and proposes future possible directions of results implementations and further research. |
