On the need to include national culture as a central issue in e-commerce trust beliefs
On the need to include national culture as a central issue in e-commerce trust beliefs
复制标题
DOI：
10.4018/jgim.2006100101
复制
发表时间：
2006-10-01
影响因子：
4.7
通讯作者：
Heart, Tsipi
中科院分区：
文献类型：
--
作者：
Gefen, David;Heart, Tsipi
信任和信任信念（可信度）是电子商务成功的关键，但在很大程度上取决于文化。随着电子商务是一种国际现象，了解跨文化方面的信任创造，因此可以说是必需的，虽然大多数被忽视的目前的研究，几乎完全与美国的交易。这种探索性的研究探讨是否定义的信任信念的概念化和验证在美国适用于在以色列，显着不同的个人主义，不确定性规避，和权力距离。数据，交叉验证的信任和它的前因在两种文化的规模，一般支持的命题，信任信念适用于跨文化，可能是一个相对不变的方面，电子商务。然而，正如预期的那样，可预测性和熟悉性对信任信念的影响可能会因民族文化而异。在信任的研究，在一般情况下，特别是在电子商务的需要，包括民族文化的影响进行了讨论。
Trust and trust beliefs (trustworthiness) are key to e-commerce success but depend, to a large extent, on culture. With e-commerce being an international phenomenon, understanding the cross-cultural aspects of trust creation is therefore arguably required although mostly ignored by current research which deals almost exclusively with the U.S. This exploratory study examines whether definitions of trust beliefs as conceptualized and verified in the U.S. apply in Israel which differs markedly in individualism, uncertainty avoidance, and power distance. The data, cross-validating the scale of trust and its antecedents in both cultures, generally support the proposition that trust beliefs apply across cultures, and may be a relatively unvarying aspect of e-commerce. However as expected, the effects of predictability and familiarity on trust beliefs may differ across national cultures. Implications about the need to include national culture in the research on trust, in general, and in e-commerce in particular are discussed.