Marketing

Context (archaeology)

Cross-cultural

Neuroscience

Biology

Social psychology

Collectivism

Uncertainty avoidance

Economics

Market economy

Computer science

Anthropology

Business

Paleontology

Individualism

Hofstede's cultural dimensions theory

Individualistic culture

Psychology

Sociology

Perception

Journal of Management Information Systems

This study examines the impact of culture on trust determinants in computer-mediated commerce transactions. Adopting trust-building foundations from cross-culture literature and focusing on a set of well-established cultural constructs as groups of culture (Type I and Type II), this study develops a theoretical model of self-perception-based versus transference-based consumer trust in e-vendors, and empirically tests the model using cross-cultural data. The results show that transference-based trust determinants (i.e., "perceived importance of third-party seal" and "perceived importance of positive referral") are more positively related to consumer trust in e-vendors in a Type II (i.e., collectivist-strong uncertainty avoidance-high long-term orientation-high context) culture than in a Type I (i.e., individualistic-weak uncertainty avoidance-low long-term orientation-low context) culture. Unlike the initial hypothesized expectations, self-perception-based trust determinants (i.e., perceived security protection, perceived privacy concern, and perceived system reliability) do not show stronger roles to consumer trust in e-vendors in a Type I culture than in a Type II culture, although the stronger negative effect of perceived privacy concerns is observed on consumer trust in e-vendors in a Type I culture than in a Type II culture. Theoretical contributions for e-commerce cross-culture literature and implications for multinational online business managers are discussed.

Self-Perception-Based Versus Transference-Based Trust Determinants in Computer-Mediated Transactions: A Cross-Cultural Comparison Study