The outgrowth of e-commerce has advanced the development of countries' economies. Today, online marketplaces are targeting not only their local customers but are also spreading their interests overseas, expanding cross-border e-commerce. The current study aims to analyze the interaction of customer's personal traits, such as national culture, disposition to trust, and perceived trustworthiness, and their effect on the purchase intention within different e-commerce contexts. The contexts are chosen based on the country-of-origin parameter and serve as the moderator in the research model. Both direct and indirect effects of cultural dimensions on trustworthiness and purchase intention are analyzed within the research framework. The data for the analysis are randomly collected among the Russian population and assessed using structural equation modeling (SEM). The analysis results prove the marketplace context moderates the interaction of customers' personal traits among each other and their effect on the purchase intention. The study shows that dimensions of national culture have a more substantial effect on perceived trustworthiness and purchase intention in the Chinese marketplace context. The current study contributes to the analysis of customer behavior patterns within context, expanding context-related research direction. It increases the specificity of the culture and trustworthiness research and deepens the understanding of country-of-origin moderating effect in e-commerce. Moreover, addressing a high-level uncertainty avoidance culture within the research framework, the study diversifies the existing set of analyzed cultures in the e-commerce environment. The current study is applicable both in domestic and in cross-border e-commerce practice, broadening the understanding of consumer behavior patterns. The research model is relevant for the analysis of trust-effected behavioral outcomes.

This paper is devoted to basic functional-linguistic analysis of modern English professional and business discourse. The aim of this paper is to look at the phenomenon of modern English professional discourse from a functional-linguistic perspective to discuss key elements of verbal interaction that define rhetorical uniqueness of this type of communication and combine traditions, standards and conventional nature with enough freedom for speakers to express themselves and be creative in composing texts of their own. The author sums up different approaches to the definition of professional communication, singles out and describes major functional features of this type of verbal interaction: goal-setting, functional loading of professional communication, typical participants, chronotopos, forms of verbal behaviour, role and status relations, pragmatic conventions and standardization, etiquette, functional differences between official and semi-official professional discourse, peculiarities of written communication. All the above mentioned functional features of modern English professional discourse impose severe limitations on the speech arsenal available to people. Basic functionallinguistic analysis of discursive fragments reveals what aspects should be further elaborated on in terms of improving the process of strategic planning of speech, selecting proper linguistic means to cause appropriate pragmatic impact on listeners/ readers, work out ways to increase efficiency of rhetoric.

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