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http://dx.doi.org/10.13106/jafeb.2022.vol9.no1.0273

The Impact of Language on Customer Intentions to Use Localized E-Commerce Websites in Arabic Countries: The Mediating Role of Perceived Risk and Trust  

HERZALLAH, Fadi (Department of Business Administration & E-Commerce, College of Business & Economics, Palestine Technical University-Kadoorie)
AYYASH, Mohannad Moufeed (Department of Business administration & e-commerce, College of Business & Economics, Palestine Technical University-Kadoorie)
AHMAD, Kamsuriah (Fakulti Teknologi dan Sains Maklumat, Universiti Kebangsaan Malaysia)
Publication Information
The Journal of Asian Finance, Economics and Business / v.9, no.1, 2022 , pp. 273-290 More about this Journal
Abstract
Localization of e-commerce websites is a useful tool for providing the world with business organizations and money-making enterprises. However, studies on e-Commerce website localization within the language domain are still quite limited. Thus, the study aims to investigate the relationship between the Arabic language and a wide range of e-Commerce website intentions, clarifying the indirect effects of the Arabic language on intentions to use e-Commerce websites using perceived risk and trust as mediating variables, and determining whether trust and perceived risk work as mediating variables between the Arabic language and e-Commerce website intentions. Survey data collated from participants totaling up to 264 has been used to test the research framework. The selection of these participants is based on their experiences employing e-Commerce websites. Structural equation modeling (SEM) through partial least square (PLS) software was used for the data analysis. The results show that the Arabic language, trust, and perceived risk play effective roles for e-Commerce websites adoption. More importantly, trust and perceived risk positively mediate the relationship between the Arabic language and intentions to use e-Commerce websites. Implications of the study's findings and suggestions for further research are discussed.
Keywords
Localization; Intentions to Use; E-Commerce Websites; Perceived Risk; Trust;
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Times Cited By KSCI : 3  (Citation Analysis)
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