CUSTOMER UNCERTAINTY : The relationship between psychic distance and consumer behavior towards purchasing from foreign online retailers

Abstract: This study provides an examination of the link between psychic distance and consumers’ behavior towards purchasing from foreign online retailers. A self-administered online survey, with an observation unit of 123 respondents is provided for data collection. The findings from the data imply that psychic distance is valid from a level of high uncertainty. The level of uncertainty decreases as customers gain knowledge externally, access of relevant knowledge builds trust for the customer with the foreign online retailer.