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Effects of National Culture on the Development of Consumer Trust in Online Shopping
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- Authors
- Issue Date
- 2008-06
- Citation
- Seoul Journal of Business, Vol.14 No.1, pp. 123-151
- Keywords
- consumer trust ; online shopping ; national culture ; moderating effects
- Abstract
- This research examines the impact of cultural values on consumer
trust in online shopping. Results from a survey of 289 respondents from
Korea and the USA show that the individualism-collectivism dimension
has indirect effects on online trust. It significantly interacts with the
perceptions of technical competency of online shopping systems, sellers
abilities, and sellers benevolent intentions towards consumers.
Although the effects of culture are indirect, this study shows that online
trust is not only based on the attributes of Internet sellers and systemrelated
factors but also on their interactions with the underlying
cultural norms. Differentiated website strategies across cultures are,
thus, recommended.
- ISSN
- 1226-9816
- Language
- English
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