Comparison of Trust on Group Buying Websites between American and Chinese Young Adults

摘要

This study aimed to investigate the difference of trust and purchasing behaviors of group buying websites between Chinese and American participants. The study consisted of two steps: 1) a pre-questionnaire to test the general trust on group buying websites; 2) an in-lab experiment to test the purchasing probability and trust on specific trust situation. 20 Chinese and 20 American university students were recruited to participate in the study. According to the results, Chinese and American participants showed differences in Personality-Based Trust and Institution-Based Trust. Only in Calculative Trust Situation, Chinese participants showed significantly lower trust level than American participants. There were no significant differences of purchasing probabilities between Chinese and American participants.