A Cultural Study of E-Commerce Trust:Hispanic Versus Anglo

摘要

In order to make a profit, online businesses need to attract customersto their websites and motivate them to make purchases. However, trust isalways a major concern of Internet shoppers when making a decision to pur-chase. It is important for electronic businesses (E-businesses) to design theirwebsites to gain trust from their target customers. Evidently, the market iscomprised of many different people and cultures, which have diverse view-points concerning trust. For instance, Hispanic and Anglo cultures have dif-ferent perceptions of trust, and as such, view different aspects of the Internetexperience with varying degrees of importance. This study attempts to ascer-tain which factors influencing the perception of security are of importance tothese two target groups. Data was collected to analyze their overall view ofthe Internet as a secure vehicle for purchasing goods and/or ordering ser-vices. The data was gathered through an Internet survey. The study resultsdemonstrate that, on the average, Anglos rate their perceptions of Internetsecurity 20% higher than Hispanics. The findings also identify other factorsand their relative importance to the target groups.