Consumer Trust in eCommerce: The Influence of Culture

By Regina Connolly.

Published by The Organization Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

Trust is a social and psychological phenomenon that is widely acknowledged as contributing to many forms of exchange, including e-commerce exchanges. Due to the international nature of e-commerce, it is likely that the influence of culture may extend to online consumers’ trust responses. This paper describes a study where a trust measurement instrument, previously validated n Hong Kong, is applied in both the United States and in Ireland – counties that differ in terms of individualism, uncertainty avoidance, and power-distance. The results provide a refined understanding as to the influence of national culture on the generation on online consumers’ trust beliefs and thus make a valuable contribution not only to information systems and diffusion research but also to online vendors in their attempts to engender consumer trust in their websites.

Keywords: e-Commerce, Consumer Trust, National Culture

International Journal of Knowledge, Culture and Change Management, Volume 9, Issue 5, pp.125-138. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.259MB).

Dr. Regina Connolly

Senior Lecturer, Management Information Systems, Dublin City University, Dublin, Ireland

Regina Connolly is a Senior Lecturer at Dublin City University, Ireland, and is director of the MSC in Electronic Commerce programme. She was conferred with a PhD in Information Systems from Trinity College Dublin. Her research interests include electronic commerce trust and privacy issues, website service quality, e-government, and medical informatics.


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