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This paper aims to provide a model reflecting the mediating role of risk in the transaction as well as the social risk between the channel and repeat purchase intention and also to test the moderating role of the country on that model.

Using a sample of 228 Spanish online buyers and another of 158 Japanese online buyers, a test of mediating effects for the influence of risk on purchase intention and a multigroup analysis for the moderating effect of buyer country are performed.

Online risk has a multidimensional structure: risk in the channel, social risk and risk in the transaction. Risk in the channel has a positive effect on the other two. In Spain the influence of risk on purchase intention is clearly lower than in the case of Japan.

Organisations should design different websites to adapt to the values of each target group in each country and to get …