Building trust in online shopping: The moderating effect of individualism and collectivism

Sze Hang Cheung*, Ludwig M K CHANG

*Corresponding author for this work

    Research output: Chapter in book/report/conference proceedingConference contributionpeer-review

    Abstract

    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.

    Original languageEnglish
    Title of host publicationProceedings of the 9th International Conference on Electronic Business (ICEB 2009)
    Pages527-534
    Number of pages8
    Publication statusPublished - 2009
    Event9th International Conference on Electronic Business, ICEB 2009 - Macau, China, Macau, China
    Duration: 30 Nov 20094 Dec 2009

    Publication series

    NameProceedings of the International Conference on Electronic Business (ICEB)
    ISSN (Print)1683-0040

    Conference

    Conference9th International Conference on Electronic Business, ICEB 2009
    Country/TerritoryChina
    CityMacau
    Period30/11/094/12/09

    Scopus Subject Areas

    • Business, Management and Accounting(all)
    • Computer Science(all)

    User-Defined Keywords

    • Culture
    • Individualism-collectivism
    • Online shopping

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