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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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“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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Riegelsberger, J., Sasse, M. A., & McCarthy, J. D. (2003) · CHI Conference on Human Factors in Computing Systems · doi:10.1145/642611.642634 · Cited by 162
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Rai, A., Brown, P., & Tang, X. (2009) · Journal of Management Information Systems · doi:10.2753/mis0742-1222260110 · Cited by 167
“In fact, opportunism can take a range of forms: unjustifiable delays in product delivery, unwillingness to share information related to order and shipment status, misrepresentation of product characteristics, the receipt of payment without delivering a product, and illegal activity and fraud [33].”
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BackgroundInfluentialElectronic Commerce Customer Relationship Management: An Assessment of Research
Romano, N., & Fjermestad, J. L. (2001) · International Journal of Electronic Commerce · doi:10.1080/10864415.2001.11044232 · Cited by 163
An Exploratory Study Into The Adoption of Internet Banking in a Developing Country: Malaysia
Nor, K. M., & Pearson, J. M. (2008) · Journal of Internet Commerce · doi:10.1080/15332860802004162 · Cited by 168
Impact of Facebook Usage on Students’ Academic Achievement: Roles of Self-Regulation and Trust
Rouis, S., Limayem, M., & Salehi-Sangari, E. (2017) · Electronic Journal of Research in Education Psychology · doi:10.25115/ejrep.v9i25.1465 · Cited by 154
Examining customers’ trust in online vendors and their dropout decisions: An empirical study
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“Risk has been studied for several decades but was first applied to online exchanges by Jarvenpaa and Tractinsky (1999).”
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Teo, T. S. H., & Yeong, Y. D. (2003) · Omega · doi:10.1016/s0305-0483(03)00055-0 · Cited by 156
“In addition to the attractiveness of a global reach, the Internet also allows businesses to have virtually unlimited shelf space compared to traditional stores where decisions regarding product assortment and shelf space allocation need to be made.”
BackgroundVirtual agents in retail web sites: Benefits of simulated social interaction for older users
Chattaraman, V., Kwon, W., & Gilbert, J. E. (2012) · Computers in Human Behavior · doi:10.1016/j.chb.2012.06.009 · Cited by 161
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Koufaris, M., & Hampton-Sosa, W. (2002) · Cited by 150
Trust in Travel-related Consumer Generated Media
Yoo, K., Lee, Y., Ulrike Gretzel, B., & Fesenmaier, D. R. (2009) · Springer eBooks · doi:10.1007/978-3-211-93971-0_5 · Cited by 149
“Online trust has been shown to significantly influence web user behaviors (e.g. Jarvenpaa & Tractinsky, 1999; Gefen, Rao & Tractinsky, 2003).”
BackgroundPrivacy-Enhanced Web Personalization
Kobsa, A. (2007) · Lecture notes in computer science · doi:10.1007/978-3-540-72079-9_21 · Cited by 147
“[94, 95] moreover determined that perceived company size is positively associated with consumers’ trust in these websites, though size and reputation are highly related).”
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Affective design of E-commerce user interfaces: how to maximise perceived trustworthiness
Egger, F. N., Helander, M. G., Khalid, H. M., & Tham, N. I. (2001) · Cited by 145
Individual-level cultural consumer engagement styles
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In crowdfunding we trust: A trust-building model in lending crowdfunding
Moysidou, K., & Hausberg, J. P. (2019) · Journal of Small Business Management · doi:10.1080/00472778.2019.1661682 · Cited by 169
“We hence extend previous work on swift trust and trust transference (Jarvenpaa et al., 1999; Meyerson et al., 1996; Stewart, 2003), and show that trust is transferred from the lending crowdfunding platform to fund-seekers and their projects alike.”
ResultModeling the electronic transactions acceptance using an extended technology acceptance model
Al‐Gahtani, S. S. (2011) · Applied Computing and Informatics · doi:10.1016/j.aci.2009.04.001 · Cited by 146
“Perceived risk has been shown to negatively influence transaction intentions with Web retailers (Im et al., 2007; Jarvenpaa and Tractinsky, 1999; Pavlou, 2003).”
BackgroundInfluentialOnline Consumer Behavior: A Review and Agenda for Future Research
Chan, G. W. W., Cheung, C. M. K., Kwong, T., Limayem, M., & Zhu, L. (2003) · Journal of the Association for Information Systems · Cited by 142
Building Citizen Trust towards E-Government Services: Do High Quality Websites Matter?
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“245]—is vital to e-service adoption by alleviating customers’ fears of being compromised by the service provider [19, 24, 43, 39].”
BackgroundGamification and reputation: key determinants of e-commerce usage and repurchase intention
Aparício, M., Costa, C. J. D. C., & Moisés, R. D. S. (2021) · Heliyon · doi:10.1016/j.heliyon.2021.e06383 · Cited by 170
“Various investigations suggest that reputation can be an essential factor at the time of the construction of con fi dence in an e-vendor (Fung and Lee, 1999; Grazioli and Jarvenpaa, 2000; Jarvenpaa et al., 1999).”
BackgroundFactors affecting luxury consumers’ webrooming intention: A moderated-mediation approach
Shankar, A., & Jain, S. (2020) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2020.102306 · Cited by 139
Li, H. Z., Gupta, A., Zhang, J., & Sarathy, R. (2012) · Decision Support Systems · doi:10.1016/j.dss.2012.10.043 · Cited by 149
“Various studies have found that trust beliefs play an important role in mitigating perceived risks in transactions involving uncertainties [33,41].”
BackgroundMaking Decisions about Privacy
Knijnenburg, B. P., & Kobsa, A. (2013) · ACM Transactions on Interactive Intelligent Systems · doi:10.1145/2499670 · Cited by 141
Park, J., Gunn, F., & Han, S.-L. (2012) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2012.03.003 · Cited by 135
Wu, W., Phan, Q. P. T., & Rivas, A. A. A. (2016) · Information Systems and e-Business Management · doi:10.1007/s10257-016-0323-x · Cited by 153
“692 W.-Y. Wu et al. Following Jarvenpaa et al. (1999), this study defines trust as consumer confidence toward the website and willingness to trust the sellers’ actions in situation where customers may otherwise be vulnerable.”
BackgroundWang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023) · Heliyon · doi:10.1016/j.heliyon.2023.e21617 · Cited by 133
Connolly, R., & Bannister, F. (2007) · Journal of Information Technology · doi:10.1057/palgrave.jit.2000071 · Cited by 132
“It is considered to have critical importance for the success of online consumer purchasing (Jarvenpaa and Tractinsky, 1999; Reichheld and Schefter, 2000).”
BackgroundIn community we trust: Online security communication at eBay
Boyd, J. (2006) · Journal of Computer-Mediated Communication · doi:10.1111/j.1083-6101.2002.tb00147.x · Cited by 132
The role of post-use trust in the acceptance of a technology: Drivers and consequences
Ortega, B. H. (2011) · Technovation · doi:10.1016/j.technovation.2011.07.001 · Cited by 133
The Robot Privacy Paradox: Understanding How Privacy Concerns Shape Intentions to Use Social Robots
Lutz, C., & Tamò‐Larrieux, A. (2020) · Human-Machine Communication · doi:10.30658/hmc.1.6 · Cited by 142
Defining user experience goals to guide the design of industrial systems
Kaasinen, E., Roto, V., Hakulinen, J., Heimonen, T., Jokinen, J., Karvonen, H., Keskinen, T., Koskinen, H. M. K., Lu, Y., Saariluoma, P. O., et al. (2015) · Behaviour and Information Technology · doi:10.1080/0144929x.2015.1035335 · Cited by 156
“For example, trust has been an important factor in many e-commerce user studies (Järvenpää and Tractinsky 1999; Karvonen 2000; Gefen 2000).”
BackgroundOgonowski, A., Montandon, A., Botha, E., & Reyneke, M. (2014) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2014.03.004 · Cited by 138
Teo, A. C., Tan, G. W., Ooi, K., & Lin, B. (2015) · International Journal of Mobile Communications · doi:10.1504/ijmc.2015.070961 · Cited by 144
Stouthuysen, K., Teunis, I., Reusen, E., & Slabbinck, H. (2017) · Electronic Commerce Research and Applications · doi:10.1016/j.elerap.2017.11.002 · Cited by 144
Shared experience in pretrip and experience sharing in posttrip: A survey of Airbnb users
Bae, S. J., Lee, H., Suh, E.-K., & Suh, K.-S. (2016) · Information & Management · doi:10.1016/j.im.2016.12.008 · Cited by 136
Fang, Y. (2016) · Psychology and Marketing · doi:10.1002/mar.20972 · Cited by 128
Distrust and trust in B2C e-commerce
McKnight, D. H., & Choudhury, V. (2006) · International Conference on Electronic Commerce · doi:10.1145/1151454.1151527 · Cited by 129
“Second, “trust” is used to describe a willingness to depend or to become vulnerable to the other party when one cannot control the other party’s actions [14, 21].”
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“The perceived risks of online transactions, such as low product quality, poor after-sales service, theft of credit card information, and breach of privacy, inhibit buyers’ purchase intention (Corbitt et al. 2003; Jarvenpaa and Tractinsky 1999; Kim and Benbasat 2006).”
BackgroundWeb-Store Aesthetics in E- Retailing: A Conceptual Framework and Some Theoretical Implications
Tractinsky, N., & Lowengart, O. (2007) · Cited by 126
Self-citationCho, H., & Lee, J. (2015) · Asian Journal Of Social Psychology · doi:10.1111/ajsp.12104 · Cited by 127
Shin, D. (2008) · Interacting with Computers · doi:10.1016/j.intcom.2008.04.001 · Cited by 141
Improving generalizations from multi-country comparisons in international business research
Franke, G. R., & Richey, R. G., Jr. (2010) · Journal of International Business Studies · doi:10.1057/jibs.2010.21 · Cited by 126
Badrinarayanan, V. A., Becerra, E. P., Kim, C.-H., & Madhavaram, S. (2010) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-010-0239-9 · Cited by 125
“and shopping quality perceptions associated with online retail stores have been extensively studied (e.g., Ha and Stoel 2009; Jarvenpaa and Tractinsky 1999).”
InfluentialGroup behavior in social media: Antecedents of initial trust formation
Shareef, M. A., Kapoor, K. K., Mukerji, B., Dwivedi, R., & Dwivedi, Y. K. (2019) · Computers in Human Behavior · doi:10.1016/j.chb.2019.106225 · Cited by 123
“From literature on trust (Ganesan, 1994; Giffin, 1967; Jarvenpaa & Tractinsky, 1999; McAllister, 1995), we shortlist two constructs - dependability (personal deficiency) and fulfilled expectation (social deficiency) to measure needs-based trust.”
BackgroundInfluentialIntegrating website usability with the electronic commerce acceptance model
Green, D. T., & Pearson, J. M. (2010) · Behaviour and Information Technology · doi:10.1080/01449291003793785 · Cited by 134
“The 20-minute activity that was presented to the participants of this study emulates the consumer online transaction process: information retrieval, information transfer, and product purchase (Jarvenpaa and Tractinsky 1999).”
BackgroundWhy Consumers Hesitate to Shop Online: Perceived Risk and Product Involvement on Taobao.com
Han, M. C., & Kim, Y. (2016) · Journal of Promotion Management · doi:10.1080/10496491.2016.1251530 · Cited by 141
Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment
Frasquet, M., Descals, A. M., & Molina, M. E. R. (2017) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-07-2016-0118 · Cited by 131
“These two dimensions have proved to be influential in online shopping behaviour (Kim et al., 2013), in trust building (Jarvenpaa et al., 1999; Sahi et al., 2016), and in the development of brand loyalty (Lam, 2007).”
BackgroundDayour, F., Park, S., & Kimbu, A. N. (2018) · Tourism Management · doi:10.1016/j.tourman.2018.11.003 · Cited by 124
Hassandoust, F., Akhlaghpour, S., & Johnston, A. C. (2020) · Journal of the American Medical Informatics Association · doi:10.1093/jamia/ocaa240 · Cited by 125
“31 In the context of CTMA, if individuals believe that the trustees (PHAs) have appropriate protection privacy practices, as well as compliance with privacy regulations, they are more likely to trust in PHAs, in order to share their personal information.”
BackgroundXie, E., Teo, H.-H., & Wan, W. (2006) · Marketing Letters · doi:10.1007/s11002-006-4147-1 · Cited by 122
A context-based investigation into source use by information seekers
Agarwal, N. K., Xu, Y. C., & Poo, D. (2011) · Journal of the American Society for Information Science and Technology · doi:10.1002/asi.21513 · Cited by 129
Improving social media measurement in surveys: Avoiding acquiescence bias in Facebook research
Kuru, O., & Josh Pasek, B. (2015) · Computers in Human Behavior · doi:10.1016/j.chb.2015.12.008 · Cited by 137
Vance, A., Anderson, B. B., Kirwan, C. B., & Eargle, D. (2014) · Journal of the Association for Information Systems · doi:10.17705/1jais.00375 · Cited by 124
What factors influence online brand trust: evidence from online tickets buyers in Malaysia
Alam, S. S., & Yasin, N. M. (2010) · Journal of theoretical and applied electronic commerce research · doi:10.4067/s0718-18762010000300008 · Cited by 128
“This result contradicts with those of previous studies done by other researchers [24], [20], [27].”
ResultAntecedents and outcomes of information privacy concerns in a peer context: An exploratory study
Özdemir, Z. D., Smith, H. J., & Benamati, J. ‘. (2017) · European Journal of Information Systems · doi:10.1057/s41303-017-0056-z · Cited by 134
“In addition, empirical evidence from prior e-commerce research – albeit in the institutional context – supports the expectation of a negative relationship between risk and trust (Bansal et al , 2010; Jarvenpaa et al , 1999, 2000; Pavlou, 2003).”
BackgroundAdoption of travel e‐shopping in the UK
Kamarulzaman, Y. (2007) · International Journal of Retail & Distribution Management · doi:10.1108/09590550710773255 · Cited by 133
“The indirect influence of perceived risk and trust in the adoption of e-shopping As highlighted by many studies (Jarvenpaa et al., 2000; Friedman et al., 2000; McKnight et al., 2002), the critical role of trust is a critical area in the domain of e-shopping.”
BackgroundDigital Natives or Digital Immigrants? The Impact of User Characteristics on Online Trust
Hoffmann, C. P., Lutz, C., & Meckel, M. (2014) · Journal of Management Information Systems · doi:10.1080/07421222.2014.995538 · Cited by 121
Understanding product migration to the electronic marketplace: A conceptual framework
Yadav, M. S., & Varadarajan, P. R. (2005) · Journal of Retailing · doi:10.1016/j.jretai.2005.03.006 · Cited by 115
Customers perspectives on adoption of cloud computing in banking sector
Asadi, S., Nilashi, M., Husin, A. R. C., & Yadegaridehkordi, E. (2016) · Information Technology and Management · doi:10.1007/s10799-016-0270-8 · Cited by 121
“High levels of benefit perception toward an object accelerates a consumer’s attitudinal orientation and behavior [67].”
BackgroundLuk, S. T. K., & Yip, L. S. C. (2008) · Journal of Brand Management · doi:10.1057/bm.2008.12 · Cited by 115
The influence of e-services on customer online purchasing behavior toward remanufactured products
Xu, X., Zeng, S., & He, Y. (2017) · International Journal of Production Economics · doi:10.1016/j.ijpe.2017.02.019 · Cited by 123
Kim, N. L., Woo, H., & Ramkumar, B. (2021) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2021.102457 · Cited by 129
Cho, V. (2006) · Information & Management · doi:10.1016/j.im.2005.12.002 · Cited by 122
The Influence of Sender Trust and Advertiser Trust on Multistage Effects of Viral Advertising
Cho, S., Huh, J., & Faber, R. J. (2014) · Journal of Advertising · doi:10.1080/00913367.2013.811707 · Cited by 118
“…α = .96 “Entertaining”; “Enjoyable”; “Pleasing” (3) Irritation (Ducoffe 1996): Cronbach’s α = .83 “Insult my intelligence”; “Annoying”; “Irritating”; “Confusing” (4) Risk (Jarvenpaa and Tractinsky 1999): Cronbach’s α = .89 “Significant risk”; “Lead to a very negative situation”; “High…”
BackgroundOnline Purchase Behavior of Generation Y in Malaysia
Muda, M., Mohd, R., & Hassan, S. (2016) · Procedia Economics and Finance · doi:10.1016/s2212-5671(16)30127-7 · Cited by 123
Predicting trust in online advertising with an SEM-artificial neural network approach
Leong, L.-Y., Hew, T.-S., Ooi, K., & Dwivedi, Y. K. (2020) · Expert Systems with Applications · doi:10.1016/j.eswa.2020.113849 · Cited by 119
The quality of word‐of‐mouth in the online shopping mall
Kim, H., & Song, J. (2010) · Journal of Research in Interactive Marketing · doi:10.1108/17505931011092844 · Cited by 114
“Such result is consistent with the results of Jarvenpaa and Tractinsky (1999)”
ResultThe Drivers in the Use of Online Whistle-Blowing Reporting Systems
Lowry, P. B., Moody, G. D., Galletta, D. F., & Vance, A. (2013) · Journal of Management Information Systems · doi:10.2753/mis0742-1222300105 · Cited by 118
“O r i g i na ll y f r o m [ 29 ], i m p r o v ed b y [ 51 ] thE A ll c o m pu t e r a b u s e– r epo r t i ng pa r t i c i pan t s w ou l d be equa ll y a cc oun t ab l e f o r r epo r t i ng c o m pu t e r abu s e i n c i den t s .”
BackgroundFactors Affecting Customer Loyalty of Using Internet Banking in Malaysia
Yee, B., & Faziharudean, T. M. (2010) · Journal of Electronic Banking Systems · doi:10.5171/2010.592297 · Cited by 120
Effects of Perceived Risk on Intention to Purchase: A Meta-Analysis
Pelaez, A., Chen, C.-W., & Chen, Y. X. (2017) · Journal of Computer Information Systems · doi:10.1080/08874417.2017.1300514 · Cited by 139
“Perceived risk may strongly influence one’s ability to conduct a transaction effectively since uncertainty in the effectiveness of a transaction reduces the perceived control, and it has been shown to significantly affect consumer transactions in Business-to-Consumer e-commerce [37].”
BackgroundPredicting the Adoption of Location-Based Services: The Role of Trust and Perceived Privacy Risk
Xu, H., Teo, H., & Tan, B. C. Y. (2005) · Cited by 112
How perceived behavioral control affects trust to purchase in social media stores
Sembada, A. Y., & Koay, K. Y. (2019) · Journal of Business Research · doi:10.1016/j.jbusres.2019.09.028 · Cited by 125
Alzahrani, L., Al‐Karaghouli, W., & Weerakkody, V. (2018) · Information Systems Management · doi:10.1080/10580530.2018.1440730 · Cited by 123
“On the other hand, some studies (e.g. Aiken & Bousch, 2006; Jarvenpaa, Tractinsky, & Saarinen, 1999) observe that internet experience influences citizens ’ trust negatively.”
BackgroundThe Complexities of Perceived Risk in Cross-Cultural Services Marketing
Keh, H. T., & Sun, J. (2008) · Journal of International Marketing · doi:10.1509/jimk.16.1.120 · Cited by 108
(2009) · Cited by 109
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Muniz, F., Stewart, K., & Magalhães, L. (2023) · Journal of Consumer Behaviour · doi:10.1002/cb.2271 · Cited by 118
Lee, W., & Choi, S. M. (2005) · Journal of Computer-Mediated Communication · doi:10.1111/j.1083-6101.2006.tb00315.x · Cited by 109
“…on demographic and psychological profiles of Web users suggest that differences in a person’s use and perception of the Web would result in different online behaviors (Donthu & Garcia, 1999; Jarvenpaa, Tractinsky, Saarinen, & Vitale, 1999; Lee & Lee, 2005; Li, Kuo, & Russell, 1999; Stellin, 2001).”
BackgroundRisk perception and e‐shopping: a cross‐cultural study
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“Prior studies underscore that trust is a significant prerequisite of social behavior and positively associated with users’use intentions of an internet store [27], purchasing books on the internet [14], e-government services [30,31], e-commerce [25,32,33], and mobile payment [34].”
The dynamics of trust in B2C e-commerce: a research model and agenda
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“Trust has been conceptualized as a ‘‘Consumer’s willingness to rely on the seller and take action in circumstances where such action makes the consumer vulnerable to the seller’’ ( Jarvenpaa and Tractinsky 1999 ) and as the ‘‘Willingness of a consumer to be vulnerable to the actions of an Internet merchant in an Inter…”
BackgroundCosenza, T. R., Solomon, M. R., & Kwon, W. (2014) · Journal of Consumer Behaviour · doi:10.1002/cb.1496 · Cited by 115
Alrawad, M., Lutfi, A., Almaiah, M. A., & Elshaer, I. A. (2023) · Journal of Open Innovation Technology Market and Complexity · doi:10.1016/j.joitmc.2023.100070 · Cited by 145
Realising e‐government in the UK: rural and urban challenges
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How Social Interaction Affects Purchase Intention in Social Commerce: A Cultural Perspective
Yin, X., Wang, H., Xia, Q., & Gu, Q. (2019) · Sustainability · doi:10.3390/su11082423 · Cited by 134
“[37] proposed that high uncertainty avoidance will increase users’ perceived risk.”
BackgroundDai, H., Luo, X. R., Liao, Q., & Cao, M. (2014) · Decision Support Systems · doi:10.1016/j.dss.2014.12.003 · Cited by 110
Perceived risk and trust as antecedents of online purchasing behavior in the USA gemstone industry
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Reliability, validity, and sensitivity of a single-item measure of online store usability
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Critical review of the e-loyalty literature: a purchase-centred framework
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See you, see me: teenagers’ self-disclosure and regret of posting on social network site.
Xie, W., & Kang, C. (2015) · Computers in Human Behavior · doi:10.1016/j.chb.2015.05.059 · Cited by 104
Metadata
- 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 › Marketing › Customer Service Quality and Loyalty
- Keywords
- consumer trust, online shopping, online store, cross-cultural validation, antecedents of trust, e-commerce
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