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