A Study of the Impact of Culture on Trust Determinants in E-commerce: A Cross-culture Comparison Study

摘要

The aim of this study is to examine the impact of culture on the trust determinants in e-commerce. The study adopts two broad trust building foundations (cognition- and affect-based trust) from cross-culture literature, focuses on one wellestablished cultural construct (I.e., individualism-collectivism) as groups of culture, develops a theoretical model of cognition-based versus affect-based e-Vendor trust, and empirically tests the model using cross-cultural data.