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National culture and consumer trust in e-commerce

Hallikainen, Heli, Laukkanen, Tommi·2018·International Journal of Information Management

DOI 10.1016/j.ijinfomgt.2017.07.002

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“Obviously, different cultures lead to different attitudes, preferences, and values of consumers in e-commerce activity as well as m-payment (Hallikainen & Laukkanen, 2018; Nguyen et al., 2020; Xu-Priour, 2015; Yoon, 2009).”
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“When the demographic and market characteristics are different, they may well be reflected in consumer shopping preferences, along with national culture (Hallikainen & Laukkanen, 2018) and values (Hansen, 2008), as evidenced in empirical research.”
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“It is observed that trust has a significant correlation with user preference similarities in rating systems [3], especially in the e-commerce industry [4].”
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“For instance, consumer behaviour [45, 165], perceptions [40], satisfaction [127], trust [70], among others, have received immense attention research-wise.”
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“Prior research suggests that online customer’s behaviour could be affected by collectivism (Hallikainen & Laukkanen, 2018).”
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“/e size sequence of each object in the universe can be obtained, the distance of each evaluation object can be calculated, the samples with the closest distance can be clustered into one class, and so on, until all evaluation indicators are classified into one class [20].”
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Merhi, M. I. (2022) · Journal of Global Information Technology Management · doi:10.1080/1097198x.2022.2094183 · Cited by 14
“Different cultures have a different level of trust that was found to be the main factor in e-commerce adoption at the consumer level (Furner & Zinko, 2017; Gefen, Karahanna, & Straub, 2003; Hallikainen & Laukkanen, 2018; Kim & Peterson, 2017; Pavlou & Gefen, 2004; Tandon, Mittal, & Manohar, 2020).”
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“Considering the present study’s sample, individuals affected by cultures with low tolerance for uncertainty, such as Turkish culture, may exhibit reluctance towards online shopping (Hallikainen & Laukkanen, 2018).”
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“…evidence suggests that significant cultural differences existing between Chinese and non-Chinese consumers ultimately affect each consumer group differently with respect to product selections and consumption patterns (Albors-Garrigos et al., 2017; Gu & Ryan, 2008; Hallikainen & Laukkanen, 2018).”
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“[19] They examined how culture influences trust in e-commerce.”
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“Integrity reflects the perception of one party toward another party as being honest, acting ethic, fulfilling its promises, making faith agreements, and telling the truth (Hallikainen & Laukkanen, 2018).”
Background
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“These cultural differences can profoundly affect how consumers trust and engage with e-commerce online platforms, as well as how they trust online vendors, and make purchasing decisions (Pratesi et al. 2021; Hallikainen and Laukkanen 2018).”
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“Many researchers are doing e-commerce research with the topic related to trust [7].”
Background
Sustainability of rural agribusiness through e-commerce information systems
Aparco, R. H., Laime, M. D. C. D., Tadeo, F. T., Taipe-Pardo, F., Palomino-Rincón, H., Cáceres, E. M., Mamani, G. V., Sánchez, V., & Guzmán, N. P. (2022) · IOP Conference Series Earth and Environmental Science · doi:10.1088/1755-1315/968/1/012002 · Cited by 7
“In the countries of the Asian continent, the use of technological information systems has an impact on customer satisfaction (7).”
Background
E-Trust in E-Commerce: A Systematic Literature Review
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“Various national culture aspects influence trust differently across countries, affecting technology adoption patterns (Doney et al., 1998; Gefen and Heart, 2006; Hallikainen and Laukkanen, 2018).”
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“Hallikainen and Laukkanen (2018) found that masculinity cultures really affected the ability and benevolence in the case of e-commerce in China and Finland.”
Background
Consumer Trust in E-Commerce: The Case of Poland
Rybak, A. (2018) · Folia Oeconomica Stetinensia · doi:10.2478/foli-2018-0019 · Cited by 6
“Hallikainen and Laukkanen (2018) examined trust taking into consideration the model proposed by Hofstede (2011). The results of their research confirm that cultural differences affect trust and the activities undertaken on the online market.”
Background
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Effects of Cultural Factors at the Individual Level on Online Privacy Among Vietnamese University Students: An Empirical Study Using a PLS-SEM Approach
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“This research used Hofstede’s five dimensions of national culture, including: collectivism versus individualism, long-term versus short-term orientation, femininity versus masculinity, power distance, and uncertainty avoidance (Hallikainen & Laukkanen, 2018; Hofstede 2001; Hofstede et al., 2010).”
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“Conversely, uncertainty is also recognised as a significant barrier to online transactions, as consumers may fear potential losses when unsure about product-need alignment (Hallikainen & Laukkanen, 2018).”
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Aissoug, C. E., Kim, T. Y., & Wang, X. (2025) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2025.104471 · Cited by 9
E-Ticarette Tüketici Güvenini Etkileyen Faktörler ve Tüketicilerin Çevrim İçi Satın Alma Niyeti Üzerinde Güvenin Etkisi1 (Factors Affecting Consumer Trust in E-Commerce and the Effect of Trust on Consumers Online Purchase Intention)
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BUSINESS SUSTAINABILITY THROUGH E-COMMERCE: A MYTH OR REALITY IN NIGERIA
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Mutchima, P., Phiwma, N., & Valeepitakdej, V. (2019) · doi:10.1109/incit.2019.8911999 · Cited by 5
“It has internationalized, and buying products online across national borders has become straightforward and convenient for consumers, providing new business opportunities for both domestic and international online stores [7].”
Background
Predictors of the Continued Adoption of WECHAT Mobile Payment
Mensah, I. K. (2021) · IGI Global eBooks · doi:10.4018/978-1-7998-8957-1.ch045 · Cited by 5
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Mubarok, E. S., Kurniawan, A., Hidayat, R., Hia, A. K., & Bandawaty, E. (2022) · Ilomata International Journal of Management · doi:10.52728/ijjm.v3i1.406 · Cited by 4
“The above definitions describes trust as a person's positive expectation in the form of a belief in him that other people, groups, or organizational authorities can fulfill his expectations (Chi et al., 2021; Hallikainen & Laukkanen, 2018; Hartmann et al., 2015).”
Background
Exploring Innovative Business Models in Cross-border E-commerce under Digital Economy
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“Traditional retail and distribution models are facing competition from e-commerce, and the sales of traditional physical stores are impacted by online shopping [10].”
Background
Understanding the Purchase Behaviour of Turkish Consumers in B2C E-Commerce
Kahraman, N., Tunga, M. A., Ayvaz, S., & Salman, Y. B. (2019) · International Journal of Intelligent Systems and Applications in Engineering · doi:10.18201/ijisae.2019151255 · Cited by 4
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Anthony, B., Majid, M. B. A., & Romli, A. (2018) · International Conference on Innovation and Intelligence for Informatics, Computing, and Technologies (3ICT) · doi:10.1109/3ict.2018.8855754 · Cited by 4
“In traditional sourcing approaches, the consumer visits the store, views a collection of products, and selects a particular product item [5].”
Background
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ONLİNE MARKET ALIŞVERİŞİNİN (KURU GIDA, YAŞ MEYVE SEBZE VE PAKETLİ GIDA ÜRÜNLERİ VB.) BENİMSENMESİ: COVID-19 ANKSİYETESİNİN DÜZENLEYİCİ ROLÜ
YILMAZ, E. S., & Mutlu, H. M. (2020) · Gaziantep University Journal of Social Sciences · doi:10.21547/jss.785032 · Cited by 4
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confiança dos consumidores do turismo online no comércio social
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“, 2016), and culture (Hallikainen and Laukkanen, 2018; Diaz et al., 2020) (Please see Appendix 1 for other factors).”
Background
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“Cultural differences have been well addressed in several web communication areas, such as e-commerce (Luo et al., 2014; Hallikainen and Laukkanen, 2018), social networks (Gong et al.”
Background
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“…systems that explicitly consider the role of national culture, e.g., technology development and implementation (Fang et al., 2016), consumer trust (Hallikainen & Laukkanen, 2018), information security (Flores et al., 2014), information privacy (Cockcroft & Rekker, 2016), technology acceptance…”
Background
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“It can be seen from the global high-performance computer rankings that the architectures adopted by the high-performance computers on the rankings are mainly based on cluster technology and large-scale parallel processing technology [19].”
Background
Retracted
Karakteristik Dan Psikologi Konsumen Terhadap Keputusan Pembelian Kembali Produk Melalui E-Commerce
Alfan, A. C. (2019) · BALANCE Economic Business Management and Accounting Journal · doi:10.30651/blc.v16i1.2452 · Cited by 3
RETRACTED ARTICLE: Research on consumer trust measurement model for agricultural products e-commerce based on D-S evidence theory
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“The essence of recommendation information is the direct trust between the recommended user and the trading object (Hallikainen and Laukkanen 2018).”
Background
Retracted
Influence of Empowering Leadership to Employee Performance of Bank in Indonesia: Mediating Role of Trust in Manager
Noor, J., & Saputra, D. P. (2022) · Matrik Jurnal Manajemen Strategi Bisnis dan Kewirausahaan · doi:10.24843/matrik:jmbk.2022.v16.i01.p10 · Cited by 3
The Cultural Adaptation of the Marketing Mix
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Effects of ethnic minority culture on organizational trust and knowledge management
Bencsik, A., Szabo, Á., & Juhász, T. (2022) · Economics & Sociology · doi:10.14254/2071-789x.2022/15-2/12 · Cited by 3
“The close connection between national culture and organisational culture is indisputable, and trust, as a part of culture, is a most significant parameter for both (Dietz, et al., 2010; Hallikainen & Laukkanen, 2018).”
BackgroundResult
Customer Satisfaction Comparison: Travel Agent ECommerce vs Airlines E-Ticketing in Indonesia
Chandra, Y. U., Ernawaty, & Jhonsons, M. (2019) · International Conference on Computer, Control, Informatics and its Applications · doi:10.1109/ic3ina48034.2019.8949579 · Cited by 3
“This way, the customer can make repeat purchases in the future [17][18].”
Background
Demographic and Cultural Factors Influencing the Adoption of B2C E-Commerce in SCO Region
Purevkhuu, S., & Munkhbold, J. (2021) · Eduvest - Journal Of Universal Studies · doi:10.59188/eduvest.v1i10.231 · Cited by 2
Eastern Ease and Western Worries? How Collectivism and Belief in Magic Increase user Acceptance of Operationally Autonomous Blackbox Technologies
Strebinger, A., & Treiblmaier, H. (2025) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2025.102939 · Cited by 3

Authors: Hallikainen, H., & Laukkanen, T.
Affiliations: University of Eastern Finland (FI)
Corresponding author: Hallikainen, Heli
ORCID: Hallikainen, Heli
Laukkanen, Tommi
Venue: International Journal of Information Management
Publisher: Elsevier BV
Published: 2018-02
Volume: 38
Issue: 1
Pages: 97-106
ISSN: 0268-4012 (ISSN-L)
DOI: 10.1016/j.ijinfomgt.2017.07.002
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
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
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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