文档介绍：THE IMPACT OF CULTURAL DIFFERENCES ON TRUST
IN MERCE
Young Hoon Kim
Department of municatio, Michigan State University
1549 A Spartan VLG East Lansing, MI 48823 .
Dan J. Kim
Department of munication, Michigan State University
AS building East Lansing, MI 48824 .
ABSTRACT
Although there has been a substantial amount of research on the importance of trust and cultural differences on trust in
traditional business contexts, little is known of the impact of cultural differences on consumer trust in merce. Based
on previous studies on cultural factors and a consumer trust model that this study develops, this study examines the
impact of cultural differences on consumer trust. First, this study will separate trust in merce as a channel from
trust in an e-tailer as a specific web vendor. Second, in selecting two distinct cultures to pared, the relative levels
of maturity of merce of the two nations are considered. Lastly this study will select a society far more collectivistic
than those that have been examined in previous studies.
KEYWORDS
Trust, individualistic culture, collectivistic culture, and privacy.
1. INTRODUCTION
In a typical merce environment, a high level of trust is required for both the buyer and the seller
because of lower identification they can get from each other during the exchange. Trust has e one of