TY - GEN
T1 - Building trust in online shopping
T2 - 9th International Conference on Electronic Business, ICEB 2009
AU - Cheung, Sze Hang
AU - Chang, Ludwig M K
N1 - Copyright:
Copyright 2013 Elsevier B.V., All rights reserved.
PY - 2009/11
Y1 - 2009/11
N2 - As online shopping becoming more global, consumers with different culture had different consideration when shopping online. Thus, this study attempts to investigate how one specific dimension of culture, individualism-collectivism, moderates the relationship between online trust and its determinants The determinant factors under investigation include perceived risk, privacy, security, social exchange and information content. Data collected from customers of online shops from Hong Kong and Switzerland were used to test the research model. The result indicated that perceived risk had a negative relationship with Trust. Perceived risk had a stronger effect on trust for collectivists than individualists. Also, Security had a positive relationship with trust. The study showed that information content was positively related to trust of online vendors. Information content had a stronger effect on trust for individualists then collectivists.
AB - As online shopping becoming more global, consumers with different culture had different consideration when shopping online. Thus, this study attempts to investigate how one specific dimension of culture, individualism-collectivism, moderates the relationship between online trust and its determinants The determinant factors under investigation include perceived risk, privacy, security, social exchange and information content. Data collected from customers of online shops from Hong Kong and Switzerland were used to test the research model. The result indicated that perceived risk had a negative relationship with Trust. Perceived risk had a stronger effect on trust for collectivists than individualists. Also, Security had a positive relationship with trust. The study showed that information content was positively related to trust of online vendors. Information content had a stronger effect on trust for individualists then collectivists.
KW - Culture
KW - Individualism-collectivism
KW - Online shopping
UR - http://www.scopus.com/inward/record.url?scp=84873538089&partnerID=8YFLogxK
M3 - Conference proceeding
AN - SCOPUS:84873538089
T3 - Proceedings of the International Conference on Electronic Business (ICEB)
SP - 527
EP - 534
BT - Proceedings of the 9th International Conference on Electronic Business (ICEB 2009)
Y2 - 30 November 2009 through 4 December 2009
ER -