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The purpose of this paper is to examine the effect of internal locus of control (ILC), external locus of control (ELC), and uncertainty avoidance (UA) on online purchase intention through the mediating role of cognitive trust (CT). The research adopted the quantitative approach using structural equation modeling based on a sample of 184 participants. The results showed a negative relationship between ELC and CT and a positive relationship between UA and CT. In addition, CT does not mediate the relationship between ILC, ELC, UA and OPI. The findings of this paper contribute to the current literature by integrating and incorporating cognitive trust as a latent variable in the suggested model. This provides an important contribution to the body of the literature by filling the existing gap and explaining the role of cognitive trust in mediating the relationship between internal locus control, external locus control, uncertainty avoidance and online purchase intention in the B2B industrial sector. The findings of this study provide online marketing managers with a deep understanding of the online purchase intention of their customers
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