Attitude toward other costs
The insignificance of H4 and H8 indicates that Indians are just as sensitive to
the other costs of shopping as Americans. Their concern with other costs is a
particular problem, because shopping in India tends to take more time and
effort than in the USA. Although the costs of time and stress do not have any
significant effect on perceived value or willingness to purchase, there is still a
managerial implication: sellers can gain a competitive advantage in India by
providing customers with a more convenient, user-friendly service.