Does Nationality Matter in the B2C Environment? Results from a Two Nation Study

Different studies have explored the relations between different dimensions of e-commerce transactions and lots of models and findings have been proposed to the academic and business worlds. However, there is a doubt on the applications and generalization of such models and findings in different countries and nations. In other words, this study argues that the relations among the variables of a model ay differ in different countries, which raises questions on the findings of researchers collecting data in one country to test their hypotheses. This study intends to examine if different nations have different perceptions toward the elements of Website interface, security and purchase intention on Internet. Moreover, a simple model was developed to investigate whether the independent variables of the model are equally important in different nations and significantly influence the dependent variable in such nations or not. Since majority of the studies in the context of e-commerce were either focused on the developed countries which have a high e-readiness indices and overall ranks, two developing countries with different e-readiness indices and ranks were selected for the data collection. The results showed that the samples had different significant perceptions of security and some of the Website interface factors. Moreover, it was found that the significance of relations among the independent variables ad the dependent variable are different between the samples, which questions the findings of the researchers testing their model and hypotheses only based on the data collected in one country.