E-COMMERCE TRUST BELIEFS: THE INFLUENCE OF NATIONAL CULTURE

Trust is a social and psychological phenomenon that is widely acknowledged as contributing to many forms of exchange, including e-commerce exc hanges. Researchers have suggested that trust beliefs and cultural factors are closely r lated. Due to the international nature of business to consumer e-commerce, it is likely that e influence of culture may extend to online consumers’ trust responses. This paper desc rib an in-progress study where a previously validated trust measurement instrument i s being applied in both the United States and in Ireland – counties that differ in terms of i ndividualism, uncertainty avoidance, and power-distance. It is anticipated that the study r esults, when available, will provide a refined understanding as to the influence of national cultu re on the generation on online consumers’ trust beliefs and thus make a valuable contribution n t only to information systems and diffusion research but also to online vendors in th eir attempts to engender consumer trust in their websites.

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