Effects of National Culture on the Development of Consumer Trust in Online Shopping

Abstract

This research examines the impact of cultural values on consumer trust in online shopping. Results from a survey of 289 respondents from Korea and the USA show that the individualism-collectivism dimension has indirect effects on online trust. It significantly interacts with the perceptions of technical competency of online shopping systems, sellers’ abilities, and sellers’ benevolent intentions towards consumers. Although the effects of culture are indirect, this study shows that online trust is not only based on the attributes of Internet sellers and systemrelated factors but also on their interactions with the underlying cultural norms. Differentiated website strategies across cultures are, thus, recommended