Examining the effect of cultural congruence, processing fluency, and uncertainty avoidance in online purchase decisions in the U.S. and Korea

Our study offers a novel approach to investigating whether and when culturally customized websites are an effective way to influence consumers in their online purchase decisions. In particular, informed by extant studies on metacognitive experiences and processing fluency, we examine the underlying mechanism whereby increased cultural congruence derived from a culturally customized website may influence the subjective experience and increase...