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Examining the effect of cultural congruence,processing fluency,and uncertainty avoidance in online purchase decisions in the U.S. and Korea |
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| Authors: | Dongwoo Ko Yuri Seo Sang-Uk Jung |
| Institution: | 1. University of Pittsburgh at Greensburg, 105 Faculty Office, 150 Finoli Drive, Greensburg, PA, 15601, USA 2. Victoria University of Wellington, 1007, Rutherford House, 23 Lambton Quay, Wellington, 6140, New Zealand 3. Business School, Hankuk University of Foreign Studies, 107, Imun-ro, Dongdaemun-gu, Seoul, 130-791, South Korea |
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