6.1 Beneficios 6.2 Inconvenientes
6. Beneficios – Inconvenientes del uso de la tecnología RFID 1 Beneficios
Most important for future studies is to first check the pre-data collections and post- data collections through the recommendations made by Aguinis and Gottfredson (2010), in order to eliminate potential low statistical power – especially if a multiple moderated regression (MMR) is used to analyse the data. The study used a cross- sectional design, which means it was conducted at a single point of time and not over a longer time period. Adopting a longitudinal study might give a deeper understanding of trust and the cultural outcomes. Despite the non-moderation of culture found in this study, previous studies focusing on more traditional samples in
96 rural areas (Kabanda and Brown, 2017) have shown that traditions hinder trust on e- commerce. This studies mode will give valuable insight if used in cross-cultural studies as well as other social networking sites such as Instagram or Twitter.
The framework of the study could also be extended by adding Indulgence as a sixth cultural dimension, and/or other variables in the model such as perceived risk and perceived benefits. Exploring different types of risks and benefits will be helpful in overcoming risk barriers as well as in enhancing the benefits – as will be applying this study through a different social networking platform such as Twitter or Instagram. This study used the Theory of Reasoned Action to ascertain trust and behavioural intention. However, future studies exploring social commerce and branded pages might want to consider applying a more modern theoretical framework such as Social Exchange Theory (Shiau and Luo, 2012). This study acknowledges that culture goes beyond the values assigned to it, and more theoretical and empirical research is needed in this direction to uncover this multi- dimensional and multi-layered cultural phenomenon. Therefore, caution should be applied when drawing parallels and generalising findings.
8.7 CHAPTER SUMMARY
This study investigated the moderation of culture on the relationship between trust and purchase intention in social commerce shopping behaviour. In the literature review, the barriers of uncertainty and distrust are eliminated through increasing trust in the online platform – as trust is maintained to be critical for social commerce success. Furthermore, the literature on the effects of culture on trust in e-commerce and social commerce were explored to assist with the development of the research question, and ultimately concluded that trust beliefs are different from one culture to another (Gefen and Heart, 2006). The findings established that trust has a significant and positive effect on purchase intention, whereas, unexpectedly, the culture dimensions of Power Distance, Individualism and Uncertainty had no significant effect on the relationship between trust and purchase intention. It was suggested by Anguinis and Gottfredson (2010) that their best practice guide of eliminating the potential of low statistical power should be followed, as low statistical power can give incorrect moderation outcomes. Based on the findings of the study, practical recommendations were made to managers on how to build trust in their social networking sites, as well as how to be conscious of the challenges faced in this study. Areas for further research were also identified.
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