Title: The Influence of National Culture
on
E-Commerce Trust Beliefs
Abstract: Trust
is a
social and psychological phenomenon that is widely acknowledged as
contributing
to many forms of exchange, including e-commerce exchanges.
Researchers
have suggested that trust beliefs and cultural factors are closely
related.
Due to the international nature of business to consumer e-commerce, it
is
likely that the influence of culture may extend to online consumers’
trust
responses. This paper describes an in-progress study where a
previously
validated trust measurement instrument is being applied in both the
United
States and in Ireland – counties that differ in terms of individualism,
uncertainty
avoidance, and power-distance. It is anticipated that the study
results,
when available, will 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.
Authors: Regina
Connolly
and Brendan Bannister