Atteeq ur Rahman

Consumer Ethnocentrism in Digital Commerce: The Interactive Roles of Trust, Perceived Risk, and Social Influence in Online Purchase Intention

Purpose: Online retail is growing rapidly globally, but has yet to be widely taken up in small and culturally diverse emerging markets, where there is limited research. Based on service-convenience theory, consumer-value theory, and the literature on consumer ethnocentrism, this study proposes and tests a theoretical m...