Document Type

Journal article

Source Publication

Journal of Global Information Management

Publication Date

9-1-2008

Volume

16

Issue

3

First Page

26

Last Page

44

Abstract

The importance of consumer trust to the success of online businesses is well documented in the literature. Given the global nature of online transactions, an important question is whether trust and trust formation differ across cultures. This study compared Hong Kong and U.S. consumer trust in online businesses. Specifically, the study examined security and privacy risks related to the purchase of products as well as services. The results show that significant differences exist between consumers from the two countries regarding the perceived level of online business risks and the formation of trust via the transference process. These findings reiterate and underscore the significance of including national culture in studies of trust in e-commerce. The results also have potential implications for online businesses as well as third party certification and assurance services.

DOI

10.4018/jgim.2008070102

Print ISSN

10627375

E-ISSN

15337995

Publisher Statement

Copyright © 2008, IGI Global

Access to external full text or publisher's version may require subscription.

Full-text Version

Accepted Author Manuscript

Recommended Citation

Greenberg, R., Wong, O. W. B., & Lui Gladie. (2008). Culture and consumer trust in online businesses. Journal of Global Information Management, 16(3), 26-44. doi: 10.4018/jgim.2008070102