The moderating effect of uncertainty avoidance on overall perceived value of the online purchasing process

The aim of this study is to analyse differences in the overall perceived value of a service purchased online, and the consequences for international consumer behaviour, taking consumers´ uncertainty avoidance as a moderating variable. A questionnaire was administered to 300 international consumers who had purchased a service via the Internet. The results reveal that in the formation of overall perceived value – which embraces both the online purchase and also enjoyment of the service – moderating effects are generated by uncertainty avoidance. It explores how overall perceived value is formed when the entire purchasing process is taken into account, and the variations that occur in this process depending on whether it relates to Spanish or British consumers.