  Consumer trust is one of the key obstacles to online vendors seeking to
extend their consumers across cultures. This research identifies culture at the
individual consumer level. Based on the Stimulus-Organism-Response (SOR) model,
this study focuses on the moderating role of uncertainty avoidance culture
value on privacy and security as cognition influences, joy and fear as
emotional influences (Stimuli), and individualism-collectivism on social
networking services as social influence and subsequently on interpersonal trust
(cognitive and affect-based trust) (Organism) towards purchase intention
(Response). Data were collected in Australia and the Partial least squares
(PLS) approach was used to test the research model. The findings confirmed the
moderating role of individual level culture on consumer's cognitive and
affect-based trust in B2Ce-commerce websites with diverse degrees of
uncertainty avoidance and individualism.
