Mr. Bastian Eine, a recent Ph.D. graduate of ICO NIDA from Germany, successfully published part of his dissertation in the “Asian Journal of Business Research”, which is ranked in the “SCImago Quartile 3” (Scopus).
His research examined the effect of perceived usefulness, perceived ease of use, trust in the sellers, and perceived sellers’ risk on the intention to repurchase in online marketplaces, by performing the cross-country analysis between Thailand and Germany. His online survey data were collected from 404 Thai and 405 German participants. The results showed that the effect of perceived usefulness, perceived ease of use, and trust in the sellers were significantly higher in Thai than in German respondents. However, there was no significant difference between the two nationalities in the effect of perceived sellers’ risk on the intention to repurchase in online marketplaces.
In the end, his research recommended international companies’ managers and cross-cultural marketers to develop different strategies for different countries based on consumers’ cultural characteristics.
His research was under close supervision and guidance of his thesis adviser, Assoc. Prof. Dr. Peerayuth Charoensukmongkol.
Reference
Eine, B., & Charoensukmongkol, P. (2021). The Cross-Cultural Perspective of Factors Influencing Online Shopping Intention: A Comparison Between Thai and German, Asian Journal of Business Research, 11(1), 20-39. https://doi.org/10.14707/ajbr.210097
