Consumer trust in an internet store: a cross-cultural validation
Abstract
Many have speculated that trust plays a critical role in stimulating consumer purchases over the Internet. Most of the speculations have rallied around U.S. consumers purchasing from U.S.–based online merchants. The global nature of the Internet raises questions about the robustness of trust effects across cultures. Culture may also affect the antecedents of consumer trust; that is, consumers in different cultures might have differing expectations of what makes a web merchant trustworthy. Here we report on a cross-cultural validation of an Internet consumer trust model. The model examined both antecedents and consequences of consumer trust in a Web merchant. The results provide tentative support for the generalizability of the model.
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Differences in cultural background may affect the antecedents of trust towards websites.
“For instance, differences in cultural background may affect the antecedents of trust towards websites (Doney, Cannon, & Mullen, 1998; Jarvenpaa, Tractinsky, & Saarinen, 1999).”
From Why do travelers trust TripAdvisor? Antecedents of trust towards consumer-generated media and its influence on recommendation adoption and word of mouth (2015) · cites this paper as Jarvenpaa, Tractinsky, & Saarinen, 1999
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BackgroundA model of trust in online relationship banking
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ResultThe importance of perceived trust, security and privacy in online trading systems
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BackgroundResultInfluentialThe mechanics of trust: A framework for research and design
Riegelsberger, J., Sasse, M. A., & McCarthy, J. D. (2005) · International Journal of Human-Computer Studies · doi:10.1016/j.ijhcs.2005.01.001 · Cited by 508 · see citing works
Understanding the effect of e-learning on individual performance: The role of digital literacy
Mohammadyari, S., & Singh, H. (2015) · Computers & Education · doi:10.1016/j.compedu.2014.10.025 · Cited by 496 · see citing works
Comfort Your Online Customer: Quality, Trust and Loyalty on the Internet
Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004) · Managing Service Quality: An International Journal · doi:10.1108/09604520410569784 · Cited by 872 · see citing works
“Hofstede’s classification of countries to study cultural differences (Jarvenpaa et al., 1999; Parasuraman et al., 2004) differences in the role trust plays could be useful in segmenting consumer markets in future studies.”
Literature derived reference models for the adoption of online shopping
Chang, M. K., Cheung, W., & Lai, V. S. K. (2004) · Information & Management · doi:10.1016/j.im.2004.02.006 · Cited by 592 · see citing works
“Individualism has been found to have a negative impact, contradicting what was hypothesized.”
BackgroundInfluentialEVERARD, A., & GALLETTA, D. F. (2005) · Journal of Management Information Systems · doi:10.2753/mis0742-1222220303 · Cited by 451 · see citing works
“Trust in the online store Web site was measured using items adapted from Jarvenpaa and Tractinsky [35].”
BackgroundMethodInfluentialFactors influencing intention to use e-government services among citizens in Malaysia
Lean, O. K., Zailani, S. H. M., Ramayah, T., & Fernando, Y. (2009) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2009.03.012 · Cited by 451 · see citing works
Lee, T. M. (2005) · Journal of electronic commerce research · Cited by 449 · see citing works
Sullivan, Y. W., & Kim, D. J. (2018) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2017.12.008 · Cited by 443 · see citing works
Factors influencing consumer perceptions of brand trust online
Ha, H. (2004) · Journal of Product & Brand Management · doi:10.1108/10610420410554412 · Cited by 451 · see citing works
Evaluating the Role of Trust in Consumer Adoption of Mobile Payment Systems: An Empirical Analysis
Chandra, S., Srivastava, S. C., & Theng, Y. (2010) · Communications of the Association for Information Systems · doi:10.17705/1cais.02729 · Cited by 443 · see citing works
“Various researchers have shown significant positive relationship between perceived reputation of vendors and consumer trust [Jarvenpaa et al., 2000; Jarvenpaa and Tractinsky, 1999].”
BackgroundInfluentialYoon, C. (2009) · Information & Management · doi:10.1016/j.im.2009.06.001 · Cited by 425 · see citing works
“Jarvenpaa and Tractinsky [9] empirically analyzed size and perceived reputation of an Internet store as antecedents of trust.”
BackgroundOnline trust: a stakeholder perspective, concepts, implications, and future directions
Shankar, V., Urban, G. L., & Sultan, F. (2002) · The Journal of Strategic Information Systems · doi:10.1016/s0963-8687(02)00022-7 · Cited by 671 · see citing works
“Trust is driven by past experiences, long-term orientation, positive trusting stance, and feeling of control ( Jarvenpaa et al., 1999 ).”
BackgroundInfluentialPrivacy, Trust, and Disclosure: Exploring Barriers to Electronic Commerce
Metzger, M. J. (2006) · Journal of Computer-Mediated Communication · doi:10.1111/j.1083-6101.2004.tb00292.x · Cited by 426 · see citing works
Kim, H.-B., Kim, T. T., & Shin, S. W. (2008) · Tourism Management · doi:10.1016/j.tourman.2008.07.001 · Cited by 425 · see citing works
“increases behavioral intention via reduced risk among inexperienced potential consumers (Jarvenpaa et al., 1999).”
BackgroundPosey, C., Lowry, P. B., Roberts, T., & Ellis, S. (2010) · European Journal of Information Systems · doi:10.1057/ejis.2010.15 · Cited by 435 · see citing works
Park, C., & Jun, J. (2003) · International Marketing Review · doi:10.1108/02651330310498771 · Cited by 414 · see citing works
Yang, Q., Pang, C., Liu, L., Yen, D. C., & Michael Tarn, J. (2015) · Computers in Human Behavior · doi:10.1016/j.chb.2015.03.058 · Cited by 410 · see citing works
A Customer Loyalty Model for E-Service Context.
Luarn, P., & Lin, H. (2003) · Journal of electronic commerce research · Cited by 407 · see citing works
McCole, P., Ramsey, E., & Williams, J. (2010) · Journal of Business Research · doi:10.1016/j.jbusres.2009.02.025 · Cited by 403 · see citing works
“Numerous studies have established that trusting beliefs strongly influence customers' intention to purchase from online vendors (e.g. Gefen and Heart, 2006; Jarvenpaa et al., 1999; 2000).”
BackgroundPavlou, P. A., & Chai, L. (2002) · Journal of electronic commerce research · Cited by 398 · see citing works
Concern for Information Privacy and Online Consumer Purchasing
Slyke, C. V., Shim, J. T., Johnson, R. D., & Jiang, J. J. (2006) · Journal of the Association for Information Systems · doi:10.17705/1jais.00092 · Cited by 397 · see citing works
“…given in the following hypotheses are well established in prior research (cf. Bhattacherjee, 2002, cf. Gefen et al., 2003, Gefen and Straub, 2004, Jarvenpaa and Tractinsky, 1999, Malhotra et al., 2004, McKnight and Chervany, 2001-2002, McKnight et al., 2002b, Pavlou, 2003, Van Slyke et al.,…”
BackgroundResultWeb Acceptance Model (WAM): Moderating effects of user experience
García, J. A. C., Muñoz‐Leiva, F., & Martínez, T. L. (2007) · Information & Management · doi:10.1016/j.im.2007.02.003 · Cited by 400 · see citing works
“[33] distinguish between experience in surfing and buying.”
BackgroundThe impact of interface usability on trust in Web retailers
Roy, M. C., Dewit, O., & Aubert, B. A. (2001) · Internet Research · doi:10.1108/10662240110410165 · Cited by 395 · see citing works
“Kim and Moon (1998), for instance, performed a study where the manipulation of different interface design factors could induce customer confidence.”
BackgroundThe mediating role of consumer trust in an online merchant in predicting purchase intention
Hong, I. B., & Cha, H. S. (2013) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2013.08.007 · Cited by 417 · see citing works
How perceptions of intelligence and anthropomorphism affect adoption of personal intelligent agents
Moussawi, S., Koufaris, M., & Benbunan-Fich, R. (2021) · Electronic Markets · doi:10.1007/s12525-020-00411-w · Cited by 406 · see citing works
“Trust is an important factor in IS studies (Kim and Prabhakar, 2004; Jarvenpaa et al., 1999; Söllner et al., 2016) and has been investigated in numerous contexts, such as virtual teams, blogs, mobile banking and various other B2B and B2C e-commerce platforms (Bhattacherjee, 2002; Junglas et al.,…”
BackgroundResultHwang, Y., & Kim, D. J. (2006) · Decision Support Systems · doi:10.1016/j.dss.2006.12.008 · Cited by 396 · see citing works
“008 relationships of trust with the main antecedents and technology acceptance variables [34], assurance mechanism [36,75], size and reputation [44], transaction risk [4,31,73], social presence and network [33,49], crosscultural investigation [45], willingness to purchase [9,32], and Internet user's information privac…”
BackgroundPrivacy calculus model in e-commerce – a study of Italy and the United States
Dinev, T., Bellotto, M., Hart, P., Russo, V., Serra, I., & Colautti, C. (2006) · European Journal of Information Systems · doi:10.1057/palgrave.ejis.3000590 · Cited by 390 · see citing works
Barriers to Internet banking adoption: a qualitative study among corporate customers in Thailand
Rotchanakitumnuai, S., & Speece, M. W. (2003) · International Journal of Bank Marketing · doi:10.1108/02652320310498465 · Cited by 386 · see citing works
A meta-analysis of antecedents and consequences of trust in mobile commerce
Sarkar, S., Chauhan, S., & Khare, A. (2020) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2019.08.008 · Cited by 375 · see citing works
“Culture plays an important role in information systems research, especially in trust formation and adoption/reuse intention of web-based products/applications (Ganguly, Dash, Cyr, & Head, 2010; Hossain & Quaddus, 2012; Jarvenpaa, Tractinsky, & Saarinen, 1999; Weber & Hsee, 1998).”
BackgroundFactors Affecting Bloggers' Knowledge Sharing: An Investigation Across Gender
Chai, S.-M., Das, S., & Rao, H. (2011) · Journal of Management Information Systems · doi:10.2753/mis0742-1222280309 · Cited by 383 · see citing works
“In previous research, trust has been found to facilitate online information transaction decision making [44, 57, 60, 92, 102].”
BackgroundThe Impact of Infusing Social Presence in the Web Interface: An Investigation Across Product Types
Hassanein, K., & Head, M. M. (2005) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415100202 · Cited by 371 · see citing works
Zhang, M., Ren, C., Wang, G. A., & He, Z. (2018) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2018.02.002 · Cited by 370 · see citing works
Gefen, D. (2004) · Journal of Management Information Systems · doi:10.1080/07421222.2004.11045792 · Cited by 363 · see citing works
“Some researchers take a third stand, labeling the specific beliefs as trustworthiness and regarding them as antecedents of the general belief in trust (e.g., [6, 47, 61]).”
BackgroundThe role of consumer innovativeness and perceived risk in online banking usage
Aldás‐Manzano, J., Lassala‐Navarré, C., Ruiz‐Mafé, C., & Sanz‐Blas, S. (2009) · International Journal of Bank Marketing · doi:10.1108/02652320910928245 · Cited by 364 · see citing works
“Relevant variables may also have been overlooked with perhaps trust as an additional risk reduction variable ( Jarvenpaa et al. , 1999”
BackgroundCyr, D., Head, M. M., & Ivanov, A. (2009) · International Journal of Human-Computer Studies · doi:10.1016/j.ijhcs.2009.07.004 · Cited by 362 · see citing works
“In line with Jarvenpaa et al. (1999), in this research trust refers to consumer confidence in the website and ‘‘willingness to rely on the seller and take actions in circumstances where such action makes the consumer vulnerable to the seller’’ (p. 4).”
BackgroundAghekyan-Simonian, M., Forsythe, S. M., Kwon, W., & Chattaraman, V. (2012) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2012.03.006 · Cited by 367 · see citing works
“Several studies report a negative relationship between perceived risks and online shopping intentions (e.g., Jarvenpaa and Tractinsky, 1999; Kimery and McCord, 2002), while others find no such linkage (e.g., Liao and Cheung, 2001; Miyazaki and Fernandez, 2001).”
BackgroundLowry, P. B., Vance, A., Moody, G. D., Beckman, B., & Read, A. (2008) · Journal of Management Information Systems · doi:10.2753/mis0742-1222240408 · Cited by 366 · see citing works
“reflection of the trustworthiness of a company (as also supported by [31]); however, their claims are not supported by empirical evidence.”
The Relative Advantage of Electronic Channels: A Multidimensional View1
Choudhury, V., & Karahanna, E. (2008) · MIS Quarterly · doi:10.2307/25148833 · Cited by 344 · see citing works
“A number of studies have examined the factors that affect trust in the web and webbased vendors (e.g., Gefen et al. 2003a; Jarvenpaa and Tractinsky 1999; McKnight et al. 2002; Pavlou 2003) and concluded that trust positively influences consumers' intent to engage in e-commerce.”
BackgroundUnderstanding Individual Adoption of Instant Messaging: An Empirical Investigation
Lou, H., Chau, P. Y. K., & Li, D. (2005) · Journal of the Association for Information Systems · doi:10.17705/1jais.00066 · Cited by 324 · see citing works
Ashraf, A. R., Thongpapanl, N. (., & Auh, S. (2014) · Journal of International Marketing · doi:10.1509/jim.14.0065 · Cited by 318 · see citing works
“Cross-cultural research has shown that consumers in different cultures have differing expectations of what makes an e-retailer trustworthy (Jarvenpaa, Tractinsky, and Saarinen 1999).”
BackgroundJin, B. E., Park, J. Y., & Kim, J. (2008) · International Marketing Review · doi:10.1108/02651330810877243 · Cited by 320 · see citing works
Ganguly, B., Dash, S. B., Cyr, D., & Head, M. (2010) · International Journal of Electronic Business · doi:10.1504/ijeb.2010.035289 · Cited by 314 · see citing works
“Jarvenpaa and Tractinsky (1999) had conceptualised that there are other factors such as vendor repute and vendor size that affect purchase intention.”
BackgroundResultInfluentialPsychological antecedents of institution-based consumer trust in e-retailing
Walczuch, R. M., & Lundgren, H. (2004) · Information & Management · doi:10.1016/j.im.2003.12.009 · Cited by 309 · see citing works
The effect of website features in online relationship marketing: A case of online hotel booking
Bilgihan, A., & Bujisic, M. (2014) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2014.09.001 · Cited by 308 · see citing works
The Effects of Trust and Enjoyment on Intention to Play Online Games
Wu, J., & De, L. (2007) · Journal of electronic commerce research · Cited by 307 · see citing works
Consumer Privacy Concerns and Preference for Degree of Regulatory Control
Okazaki, S., Li, H., & Hirose, M. (2009) · Journal of Advertising · doi:10.2753/joa0091-3367380405 · Cited by 297 · see citing works
“This relationship between trust and perceived risk has been documented in various studies ( Jarvenpaa, Tractinsky, and Saarinen 1999; Pavlou 2003).”
Background
- Authors
- Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L.
- Affiliations
- Ben-Gurion University of the Negev (IL)
- The University of Melbourne (AU)
- Corresponding author
- Tractinsky, Noam
- ORCID
- Tractinsky, Noam
- Venue
- Journal of Computer-Mediated Communication
- Publisher
- Oxford University Press (OUP)
- Published
- 2006-06-23
- Volume
- 5
- Issue
- 2
- Pages
- 0-0
- ISSN
- 1083-6101 (ISSN-L)
- OpenAlex
- W1986401249
- Cited by
- 1,882
- References
- 48
- Citations by year
- 2026: 13 · 2025: 31 · 2024: 39 · 2023: 51 · 2022: 71 · 2021: 63 · 2020: 77 · 2019: 85 · 2018: 94 · 2017: 73 · 2016: 85 · 2015: 110 · 2014: 111 · 2013: 105 · 2012: 103
- FWCI
- 256.94
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Computer-Mediated Communication (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Privacy, Security, and Data Protection
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
- Keywords
- consumer trust, online shopping, online store, cross-cultural validation, antecedents of trust, e-commerce
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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