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.
Connolly, Regina, "Technology Adoption, National Culture & Trust Beliefs" (2011). UK Academy for Information Systems Conference Proceedings 2011. 12.