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eCommerce Trust Beliefs: Examining the Role of National Culture

eCommerce Trust Beliefs: Examining the Role of National Culture
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Author(s): Regina Connolly (Dublin City University, Ireland)
Copyright: 2013
Pages: 23
Source title: Information Systems Research and Exploring Social Artifacts: Approaches and Methodologies
Source Author(s)/Editor(s): Pedro Isaias (Portuguese Open University, Portugal) and Miguel Baptista Nunes (University of Sheffield, UK)
DOI: 10.4018/978-1-4666-2491-7.ch002

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Abstract

Many studies have raised awareness of the importance of trust in the online commercial environment, and it is widely acknowledged. Due to the international nature of eCommerce, it is likely that the influence of culture may extend to online consumers’ trust responses. In this chapter, a trust measurement instrument that had been previously validated in Hong Kong was applied in both the United States and in Ireland—countries that differ in terms of individualism, uncertainty avoidance, and power-distance. Survey methodology was used to collect data. The results provide a refined understanding as to the influence of national culture on the generation of online consumers’ trust beliefs. In doing so, they advance the understanding of information systems and diffusion researchers as well as contributing to the understanding of online vendors who seek to gain insight into the factors that can engender consumer trust in their websites.

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