The Influence of Website Social Cues: A Cross-Culture Comparison

ABSTRACT

During the COVID-19 pandemic, the Internet has become one of the most crucial platform for people all over the world. The online market and online shopping have become the most popular pastimes among internet users. This study gathered 560 valid responses from Thai and Taiwanese participants. The results from experiment revealed that the social cues and expertise of reviewers had a substantial impact on the responses of Thailand and Taiwan customers. The results of this study indicated the level of social cues has a significant main effect on trust, purchase intention, and perceived information quality on the customer's response. Furthermore, the expertise of reviewers resulted in a significantly higher level of trust, purchase intention, and perceived information quality for the customer. Our study results suggest that the level of social cues and the expertise of reviewers in the online store website have an influence on consumer perception in both countries.