Self-perception-based versus transference-based trust determinants in computer-mediated transactions: A cross-cultural comparison study

• 成果类型: Article
• 署名作者: Kim, Dan J.
• 署名单位: University of Houston System; University of Houston; University of Houston Clear Lake
• 刊物名称: JOURNAL OF MANAGEMENT INFORMATION SYSTEMS
• ISSN/ISSBN: 0742-1222
• DOI: 10.2753/MIS0742-1222240401
• 发表日期: 2008
• 页码: 13-45
• 关键词: consumer trust; NATIONAL CULTURE; information privacy; E-commerce; acceptance; security; COOPERATION; cognition; BEHAVIOR; models

摘要

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 11), 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.