This study examines how cultural values influence consumer decision-making
with respect to online purchase intention in Iran and Malaysia. The findings
suggest that cultural values are antecedents to Website trust, perceived Website
privacy and Website quality. As a result, comparing the Iranian and Malaysian
models of online purchase intention, Website trust significantly affected the
frequency of online shopping in the Malaysian model, but it did not in the
Iranian model. The perceived Website privacy and Website quality significantly
affected online shopping frequency in the Iranian model, but not in the
Malaysian model. The implications of the study were discussed.
