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
Publisher
I G I Global
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
Language
English
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