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National culture and consumer trust in e-commerce
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“The effect of the dimensions of the national culture on the disposition to trust has been assessed for Chinese and Finnish samples, where long-term orientation showed a statistically significant effect on disposition to trust, while uncertainty avoidance did not (Hallikainen and Laukkanen, 2018).”
From How Culture and Trustworthiness Interact in Different E-Commerce Contexts: A Comparative Analysis of Consumers' Intention to Purchase on Platforms of Different Origins (2021) · cites this paper as Hallikainen and Laukkanen, 2018
In the citing paper
“Hallikainen and Laukkanen (2018) found out that LO affects the disposition to trust and demonstrates a complementary mediating effect on all the dimensions of trustworthiness.”
From How Culture and Trustworthiness Interact in Different E-Commerce Contexts: A Comparative Analysis of Consumers' Intention to Purchase on Platforms of Different Origins (2021) · cites this paper as Hallikainen and Laukkanen, 2018
In the citing paper
“Hallikainen and Laukkanen (2018) found out that LO affects the disposition to trust and demonstrates a complementary mediating effect on all the dimensions of trustworthiness.”
From How Culture and Trustworthiness Interact in Different E-Commerce Contexts: A Comparative Analysis of Consumers' Intention to Purchase on Platforms of Different Origins (2021) · cites this paper as Hallikainen and Laukkanen, 2018
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Sorted by citations
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“Hallikainen and Laukkanen (2018) find that the collectivism dimension of culture mainly influences in the disposition of trust.”
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“Thus, people from collectivist groups are more likely to trust others, especially their ability (Hallikainen & Laukkanen, 2018; Robinson, 2020).”
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“Hallikainen and Laukkanen (2018) claimed that when individuals do not have experience with a system, their PPT plays a crucial role in their decisions to adopt.”
BackgroundConsumer behavior in social commerce: Results from a meta-analysis
Mou, J., & Benyoucef, M. (2021) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2021.120734 · Cited by 169
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“In the last few years, there has been a significant increase in research on trust in e-commerce (e.g., Attar et al., 2021; Hallikainen & Laukkanen, 2018; Lin et al., 2019).”
BackgroundUnderstanding Digital Marketing
Naim, A., & Ghamdi, K. A. (2023) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/978-1-6684-8166-0.ch006 · Cited by 100
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Cross-national differences in consumers’ willingness to pay (WTP) more for green hotels
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What s-commerce implies? Repurchase intention and its antecedents
Lim, X., Cheah, J., Waller, D. S., Ting, H., & Ng, S. I. (2019) · Marketing Intelligence & Planning · doi:10.1108/mip-03-2019-0145 · Cited by 98
Antecedents and consequents of consumers not adopting e-commerce
Mainardes, E. W., de Souza, I. M., & Correia, R. D. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2020.102138 · Cited by 83
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“Consumers’ perception of e-commerce trustworthiness is further motivated by their disposition to trust [46].”
BackgroundTrust, Risk and Alternative Website Quality in B-Buyer Acceptance of Cross-Border E-Commerce
Mou, J., Cui, Y., & Kurcz, K. (2019) · Journal of Global Information Management · doi:10.4018/jgim.2020010109 · Cited by 97
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“Network trust in e-commerce has a significant relationship with perceived privacy, perceived service quality and repurchase intention [78].”
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“Therefore, the adoption of Fintech services by customers is dependent on their trust in these services (Hallikainen & Laukkanen, 2018) which could increase the Fintech services (Roh et al., 2022).”
BackgroundUncertainty in the platform market: The information asymmetry perspective
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Trust and Distrust in E-Commerce
Lee, S.-J., Ahn, C., Song, K. M., & Ahn, H. (2018) · Sustainability · doi:10.3390/su10041015 · Cited by 66
“The buyer who has a high level of natural propensity to trust tends to trust the e-commerce intermediary and seller [34].”
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Tackling the complexity of guests' food waste reduction behaviour in the hospitality industry
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“Considering the relevance of perceived risk in e-commerce (Chiu et al. 2014), we evaluate the effects on lack of consumer trust, highlighting the markets, emerging or mature, in which consumers act (Hallikainen and Laukkanen 2018; Pelaez, Chen, and Chen 2017).”
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“Some of these barriers cited by authors (e.g., Dwivedi, Lal, & Williams, 2009; Hallikainen & Laukkanen, 2018; Scupola, 2009; Van Huy et al., 2012; Zaied, 2012; Almousa, 2013; Feindt, Jeffcoate, & Chappell, 2002; Rahayu & Day, 2015) embrace the internet connectivity cost, price sensitivity, brand…”
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The Importance of Online Shopping Behavior in the Strategic Management of E-Commerce Competitiveness
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“Hence, it varies between individuals (Hallikainen & Laukkanen, 2018; Mayer et al., 1995).”
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Understanding Country Level Adoption of E-Commerce
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Development of trust marketing in the digital society
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“…in a digital society (Bansal et al., 2016) [7]; • the impact of national cultural aspects on the propensity to trust in the on-line environment (Hallikainen and Laukkanen, 2018) [8]; • modelling and testing of consumer confidence in e-commerce (Oliveira et al., 2017) [9]; • the impact of…”
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“It is grounded in the personality, which explains the reason why some of us have a tendency to either trust or mistrust and doubt others [99,100].”
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“(2018), who focused on whether national culture values affect the consumer’s acceptance of new economics models or technology [21,65,67,71], our findings suggest that the cultural value dispositions of customers would strengthen or weaken the mechanisms for trust-building in the sharing economy.”
BackgroundLuna‐Nevarez, C., & McGovern, E. (2021) · Journal of Internet Commerce · doi:10.1080/15332861.2021.1875766 · Cited by 44
“Furthermore, Hallikainen and Laukkanen (2018) discovered that a high level of propensity to trust positively influences consumer perception of online stores ’ trustworthiness.”
BackgroundWang, M.-M., & Wang, J. (2018) · Journal of theoretical and applied electronic commerce research · doi:10.4067/s0718-18762019000300103 · Cited by 49
“, individualism versus collectivism, uncertainty avoidance, long-term versus short term orientation, power distance, masculinity versus femininity, and culture tightness) can influence an individual’s general tendency to trust [25] and the success in creative task [13].”
BackgroundIncreasing Customer Trust Towards Mobile Commerce in a Multicultural Society: A Case of Qatar
Al-Khalaf, E., & Choe, P. (2020) · Journal of Internet Commerce · doi:10.1080/15332861.2019.1695179 · Cited by 39
“The nature of internet shopping is international, which indications there is a possibility that the influence of culture can extend individual’s trust towards M-commerce (Hallikainen and Laukkanen 2018).”
BackgroundCha, M., & Lee, H.-J. (2021) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2021.102515 · Cited by 43
Cheng, V. T. P., & Guo, R. (2021) · Journal of Hospitality and Tourism Technology · doi:10.1108/jhtt-06-2020-0145 · Cited by 43
The trust model of enterprise purchasing for B2B e-marketplaces
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Is Trust Gender Biased? A Bibliometric Review of Trust in E-Commerce
Mumu, J. R., Saona, P., Mamun, M. A. A., & Azad, M. A. K. (2021) · Journal of Internet Commerce · doi:10.1080/15332861.2021.1927437 · Cited by 41
“Although some theories suggest that national culture and trust are interrelated (Hofstede 1980; Kim, Ferrin, and Rao 2009), Hallikainen and Laukkanen (2018) showed that studies that focus on how national culture impacts trust in e-commerce platforms are very sparse.”
BackgroundPetcharat, T., Jattamart, A., & Leelasantitham, A. (2023) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2023.103450 · Cited by 40
Managing consumer trust in e-commerce: evidence from advanced versus emerging markets
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The impact of national culture on hotel guest evaluation – A big data approach
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Building a trust-based doctor recommendation system on top of multilayer graph database
Mondal, S., Basu, A., & Mukherjee, N. (2020) · Journal of Biomedical Informatics · doi:10.1016/j.jbi.2020.103549 · Cited by 38
E-commerce adoption in ASEAN: who and where?
Ayob, A. H. (2021) · Future Business Journal · doi:10.1186/s43093-020-00051-8 · Cited by 49
Svobodová, Z., & Rajchlová, J. (2020) · Administrative Sciences · doi:10.3390/admsci10040078 · Cited by 37
“According to Hallikainen and Laukkanen (2018), the reluctance to shop online may also be associated with an individual’s personality, as buyers show different levels of trust in e-commerce.”
BackgroundInfluentialThe role of culture and purchasing power parity in shaping mall-shoppers’ profiles
Gilboa, S., & Mitchell, V. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.101951 · Cited by 36
Yang, S., Wang, H., Wang, Z., Koondhar, M. A., Ji, L., & Kong, R. (2021) · Journal of theoretical and applied electronic commerce research · doi:10.3390/jtaer16040051 · Cited by 36
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Wu, J., Wang, F., Liu, L., & Shin, D. (2020) · Frontiers in Psychology · doi:10.3389/fpsyg.2020.00056 · Cited by 40
Examining the Impact of Trust on the e-Commerce Purchase Intentions of Young Consumers in Poland
Bylok, F. (2021) · Journal of Internet Commerce · doi:10.1080/15332861.2021.1978194 · Cited by 32
Song, Y., Li, L., Sindakis, S., Aggarwal, S., Chen, C., & Showkat, S. (2023) · Journal of the Knowledge Economy · doi:10.1007/s13132-023-01379-6 · Cited by 31
“Second, e-commerce and online businesses offer novel concepts, methods, and opportunities for entrepreneurial farmers in economic production and sales decision-making (Hallikainen & Laukkanen, 2018).”
RetractedUnderstanding trust across cultures: an empirical investigation
Thanetsunthorn, N., & Wuthisatian, R. (2019) · Review of International Business and Strategy · doi:10.1108/ribs-12-2018-0103 · Cited by 31
Rahman, F. B. A., Hanafiah, M. H., Zahari, M. S. M., & Jipiu, L. B. (2022) · British Food Journal · doi:10.1108/bfj-07-2021-0796 · Cited by 35
Cultural differences in hospitality service evaluations: mining insights of user generated content
Guan, C., Hung, Y. Y., & Liu, W. (2022) · Electronic Markets · doi:10.1007/s12525-022-00545-z · Cited by 37
“Trust and reciprocity are encouraged to build and maintain relationships, reducing opportunistic behaviors (Hallikainen & Laukkanen, 2018; Wang et al., 2015 ).”
BackgroundAccommodation providers’ motives in sharing economy: comparison between Turkey and Lithuania
Urbonavičius, S., & Sezer, A. (2019) · International Journal of Culture Tourism and Hospitality Research · doi:10.1108/ijcthr-07-2018-0096 · Cited by 28
Optimal pricing decision in a multi-channel supply chain with a revenue-sharing contract
Chen, Z., Wu, S., Govindan, K., Wang, X., Chin, K., & Martíınez, L. (2022) · Annals of Operations Research · doi:10.1007/s10479-022-04748-7 · Cited by 28
“… t 1) is expressed as the additional trust utility of D-seller relative to R-seller (the additional trust utility parameter t can be estimated using one of several models, such as Hallikainen and Laukkanen (2018) or Sullivan and Kim (2018), we will not elaborate on the method of estimation here).”
BackgroundMethodThe Shifting Influence: Comparing AI Tools and Human Influencers in Consumer Decision-Making
Gerlich, M. (2025) · AI · doi:10.3390/ai6010011 · Cited by 42
Özdemir, E., & Sönmezay, M. (2020) · Business and Economics Research Journal · doi:10.20409/berj.2020.283 · Cited by 34
“The competence of companies to meet consumer expectations reduces the uncertainty of e-commerce for consumers (Hallikainen & Laukkanen, 2018: 99).”
BackgroundMethodInfluentialTikhomirova, A., Huang, J., Chuanmin, S., Khayyam, M., Ali, H., & Khramchenko, D. S. (2021) · Frontiers in Psychology · doi:10.3389/fpsyg.2021.746467 · Cited by 34
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Gender, Sex, and Trust in Government
McDermott, M. L., & Jones, D. R. H. (2020) · Politics & Gender · doi:10.1017/s1743923x20000720 · Cited by 25
Platform trust in C2C e-commerce platform: the sellers’ cultural perspective
Qin, L., Qu, Q., Zhang, L., & Wu, H. (2021) · Information Technology and Management · doi:10.1007/s10799-021-00349-1 · Cited by 26
“Trust is a critical success factor of e-commerce [15, 46].”
BackgroundThe Use of CSR in E-Commerce as a Way to Compete
Bartók, O. (2018) · Journal of Competitiveness · doi:10.7441/joc.2018.04.01 · Cited by 25
Changes in Online Shopping Behavior in the Czech Republic During the COVID-19 Crisis
Svatošová, V. (2022) · Journal of Competitiveness · doi:10.7441/joc.2022.01.09 · Cited by 24
Puengwattanapong, P., & Leelasantitham, A. (2022) · Sustainability · doi:10.3390/su14106131 · Cited by 29
Perceived trustworthiness in using B2B digital services
Hallikainen, H., Hirvonen, S., & Laukkanen, T. (2019) · Industrial Management & Data Systems · doi:10.1108/imds-04-2019-0212 · Cited by 23
Self-citationHong, V. L., & Hsu, L. (2023) · Journal of Hospitality and Tourism Management · doi:10.1016/j.jhtm.2023.11.010 · Cited by 32
Macca, L. S., Shehzad, N., Kováčová, M., & Santoro, G. (2024) · European Journal of Innovation Management · doi:10.1108/ejim-01-2023-0023 · Cited by 22
Revisiting Trust toward E-Retailers among Indian Online Consumers
Aeron, P., Jain, S., & Kumar, A. (2019) · Journal of Internet Commerce · doi:10.1080/15332861.2019.1567186 · Cited by 23
“Another possible reason for the lack of trust could be national culture, which not only influences individual’s disposition to trust (Cheung and Lee 2000; Connolly and Bannister 2007), but also impacts beliefs about online stores’ trustworthiness (Hallikainen and Laukkanen 2018).”
BackgroundA Comparative Study of Trust in Mobile Banking
Lonkani, R., Changchit, C., Klaus, T., & Sampet, J. (2020) · Journal of Global Information Management · doi:10.4018/jgim.2020100106 · Cited by 22
Confucian values, trust, and family farm adoption of green control techniques
Yu, L., Chen, C., & Gao, Y. (2020) · Environmental Science and Pollution Research · doi:10.1007/s11356-020-09724-x · Cited by 20
Mirkovski, K., Rouibah, K., Lowry, P. B., Paliszkiewicz, J. O., & Ganc, M. (2023) · Information Technology and People · doi:10.1108/itp-08-2022-0651 · Cited by 20
Trust in the financial services context: a meta-analysis
Santini, F. D. O., Eberle, L., Ladeira, W. J., Milan, G. S., Graciola, A. P., & Sampaio, C. H. (2023) · International Journal of Bank Marketing · doi:10.1108/ijbm-06-2022-0248 · Cited by 23
Ma, S., Ling, X., Zhang, C., & Li, Y. (2022) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2022.102565 · Cited by 20
The Agglomeration Mechanism of Network Emerging E-Eommerce Industry Based on Social Science
Wang, J., & Dai, Y. (2021) · Journal of Organizational and End User Computing · doi:10.4018/joeuc.291561 · Cited by 19
Awal, M. R., Hossain, M. S., Arzin, T. A., Sheikh, M. I., & Haque, M. E. (2023) · PSU Research Review · doi:10.1108/prr-02-2022-0014 · Cited by 25
“An empirical study based on Hofstede ’ s theory on cultural dimension stated that customers ’ trust and positive experience toward online shopping varied by 23% in response to the national cultural variances which are mediated by individual cultural dimensions (Hallikainen and Laukkanen, 2018).”
Calculating trust in domain analysis: Theoretical trust model
Qundus, J. A., Paschke, A., Kumar, S., & Gupta, S. (2019) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2019.01.012 · Cited by 22
Predictors of the Continued Adoption of WECHAT Mobile Payment
Mensah, I. K. (2019) · International Journal of E-Business Research · doi:10.4018/ijebr.2019100101 · Cited by 19
The Use of Trust Seals in European and Latin American Commercial Transactions
Jiménez, D. L., Dittmar, E. C., & Portillo, J. P. V. (2021) · Journal of Open Innovation Technology Market and Complexity · doi:10.3390/joitmc7020150 · Cited by 23
“The use of the Internet for transactions has led to significant changes in how business is conducted compared to traditional methods [2,3].”
BackgroundSamoilenko, S. V., & Osei-Bryson, K.-M. (2019) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2019.03.006 · Cited by 18
Application of E-commerce Technologies in Accelerating the Success of SME Operation
Almtiri, Z. H. A., Miah, S. J., & Noman, N. (2022) · Lecture notes in networks and systems · doi:10.1007/978-981-19-1610-6_40 · Cited by 17
Cultural factors that influence the adoption of e-commerce: A Palestinian case study
Rabayah, K. S., Maree, M., & Alhashmi, S. M. (2021) · Information Development · doi:10.1177/02666669211006887 · Cited by 16
“In the first category, scholars firmly believe that the impact of culture is clearly reflected in consumer behaviour when shopping online (Burgmann, Kitchen, and Williams, 2006; Hallikainen and Laukkanen, 2018; Henry, 1976; Jamal and Ahmed, 2007; Wahlberg, 2015).”
BackgroundAntecedents and consequences of online buying behavior: a mediation study
Bhat, S. A., Islam, S. B., & Lone, U. M. (2021) · South Asian Journal of Business Studies · doi:10.1108/sajbs-07-2020-0223 · Cited by 16
What determines the differentiation in the e-commerce adoption by consumers: evidence from Russia
Lola, I. S., Bakeev, M., & Manukov, A. (2021) · Electronic Commerce Research · doi:10.1007/s10660-021-09507-7 · Cited by 18
“They rely on aggregate indicators representing the socio-economic characteristics of different countries and often focus on a study of the role of cross-cultural differences, which, for example, are considered using the approaches similar to Hofstede [21, 22].”
MethodTourist trust toward a tourism destination: scale development and validation
Li, X. R., & Yang, X. (2022) · Asia Pacific Journal of Tourism Research · doi:10.1080/10941665.2022.2091943 · Cited by 18
“Relevant research shows that people’s trust is different under different cultural backgrounds (Fukuyama, 1997), and national cultural backgrounds directly affect consumers’ trust in products (Hallikainen & Laukkanen, 2018).”
Background
Metadata
- Authors
- Hallikainen, H., & Laukkanen, T.
- Affiliations
- University of Eastern Finland (FI)
- Corresponding author
- Hallikainen, Heli
- Venue
- International Journal of Information Management
- Publisher
- Elsevier BV
- Published
- 2018-02
- Volume
- 38
- Issue
- 1
- Pages
- 97-106
- ISSN
- 0268-4012 (ISSN-L)
- OpenAlex
- W2760195486
- Cited by
- 287
- References
- 74
- Citations by year
- 2026: 10 · 2025: 28 · 2024: 27 · 2023: 36 · 2022: 50 · 2021: 55 · 2020: 38 · 2019: 32 · 2018: 11
- FWCI
- 35.69
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- International Journal of Information Management (publishedVersion)
- UEF eRepo (University of Eastern Finland) (acceptedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Keywords
- national culture, consumer trust, e-commerce, Hofstede cultural dimensions, disposition to trust, perceived trustworthiness, online store, online bookstores, mediation, China, Finland
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