This study examines the cultural factors influencing differences in Facebook Marketplace usage
between Indian and Canadian consumers. The research identified a model for factors influencing
consumers behavior explaining by User Satisfaction, Interpersonal trust, Perceived Usefulness,
Perceived Ease of Use, Financial Risk, Privacy Risk, Quality Risk and Facilitating Conditions on
cross culture basis. Results of linear regression showed that there were significant differences on
User satisfaction, Interpersonal trust and Perceived Usefulness but no significant differences in
Facilitating condition between Indian and Canadian consumers. Furthermore, the study analyzed
the mediation model which presented interpersonal trust, perceived usefulness, perceived ease of
use and financial risk as a mediator between culture and user satisfaction. The implications of the
study are discussed, and further research is suggested.
