Online buying attitudes and cross-cultural variations in the evaluation of the quality of electronic services were the primary foci of this study's research design. In addition to building on prior work in the online shopping context, this study shows that customers are more likely to feel positive about their experience if they have a high opinion of the service they received, and that this is in turn influenced by their perception of the risks involved in making purchases online. The quality of e-services was evaluated by both cultures using a t-test, and the relationships between service quality, risk, trust, and attitude were analyzed using correlation and hierarchical regression. The study concludes that trust has a substantial impact on how people feel about internet buying

culture, e-service quality, trust, risk, attitude toward online shopping