As online shopping becoming more global, consumers with different culture had different consideration when shopping online. Thus, this study attempts to investigate how one specific dimension of culture, individualism-collectivism, moderates the relationship between online trust and its determinants The determinant factors under investigation include perceived risk, privacy, security, social exchange and information content. Data collected from customers of online shops from Hong Kong and Switzerland were used to test the research model. The result indicated that perceived risk had a negative relationship with Trust. Perceived risk had a stronger effect on trust for collectivists than individualists. Also, Security had a positive relationship with trust. The study showed that information content was positively related to trust of online vendors. Information content had a stronger effect on trust for individualists then collectivists.
Cheung, Sze Hang and Chang, Man Kit, "Building Trust in Online Shopping: The Moderating Effect of Individualism and Collectivism" (2009). ICEB 2009 Proceedings (Macau, SAR China). 73.