Abstract

Studies of e-commerce have raised awareness of the importance of key issues such as trust and reputation in the online commercial environment.Trust is a social and psychological phenomenon that is widely acknowledged as contributing to many forms of exchange, including e-commerce exchanges. Due to the international nature ofe-commerce, it is likely that the influence of culture may extend to online consumers’ trust responses. This paper describes a study where a trust measurement instrument, previously validated n Hong Kong, is applied in both the United States and in Ireland –counties that differ in terms of individualism, uncertainty avoidance, and power-distance. The results provide a refined understanding as to the influence of national culture on the generation on online consumers’ trust beliefs and thus make a valuable contribution not only to information systems and diffusion research but also to online vendors in their attempts to engender consumer trust in their websites.

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