Alcántara-Pilar, Juan Miguel; Del Barrio-García, Salvador - In: Cross Cultural Management 22 (2015) 3, pp. 379-404
Purpose – The purpose of this paper is to analyze the moderating role of the cultural dimensions of long-term orientation (LTO) and individualism (IND) on the relationships between satisfaction online, message involvement (MI) and perceived usefulness (PU) of the web site on attitude toward...