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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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McKnight, H., & Kacmar, C. J. (2006) · Hawaii International Conference on System Sciences (HICSS) · doi:10.1109/hicss.2006.181 · Cited by 100
“comes initially to believe a site has a positive reputation is more likely to trust the site [22] and should therefore have higher information credibility perceptions than one who believes the site has a poor reputation.”
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Online privacy and security concerns of consumers
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Factors Affecting Online Purchase Intention: Effects of Technology and Social Commerce
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Antecedents and Impacts of Trust in Travel-Related Consumer-Generated Media
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“Online trust has been shown to significantly influence web user behaviors (e.g. Jarvenpaa & Tractinsky, 1999; Gefen, Rao & Tractinsky, 2003).”
BackgroundKeisidou, E., Sarigiannidis, L. I., & Maditinos, D. (2011) · International journal of business science & applied management. · doi:10.69864/ijbsam.6-2.71 · Cited by 94
“Finally, attitude and risk perception affected consumer intention to buy from a specific store (Jarvenpaa and Tractinsky, 1999; Lowengart and Tractinskky, 2001).”
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“…factors of information quality, system quality, and perceived usefulness (PU), but also the vendor-related factor of trust (Gefen et al. 2003; Jarvenpaa and Tractinsky 1999; McKnight et al. 2002; Pavlou and Fygenson 2006) and the product-related factor of value (Devaraj et al. 2002; Liao and…”
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The effect of customized information on online purchase intentions
Ha, H., & Janda, S. (2014) · Internet Research · doi:10.1108/intr-06-2013-0107 · Cited by 98
“Prior cross-cultural research suggests that there are consumer differences in shopping attitudes toward internet stores across relatively collectivist cultures and individualist cultures ( Jarvenpaa and Tractinsky, 1999; Lynch and Beck, 2001).”
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Internet-Based Patient-Physician Electronic Communication Applications: Patient Acceptance and Trust
Klein (2007) · e-Service Journal · doi:10.2979/esj.2007.5.2.27 · Cited by 95
“Research finds reputation positively impacts purchasers’ trust in online retailers (Grazioli and Jarvenpaa, 2000; Jarvenpaa and Tractinsky, 1999; McKnight et al., 2002b).”
BackgroundCustomer Satisfaction with Electronic Service Encounters
Massad, N., Heckman, R., & Crowston, K. (2006) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415100403 · Cited by 92
Mousavizadeh, M., Kim, D. J., & Chen, R. (2016) · Decision Support Systems · doi:10.1016/j.dss.2016.09.011 · Cited by 95
The Effect of Servicescape Cleanliness on Customer Reactions
Vilnai‐Yavetz, I., & Gilboa, S. (2010) · Services Marketing Quarterly · doi:10.1080/15332961003604386 · Cited by 93
“Trust can be defined as a cognitive belief (McAllister, 1995 ) by customers that the service they are purchasing is reliable and that they can depend on the service provider to act for their benefit, even under conditions in which they are vulnerable to exploitation (Bigley & Pearce, 1998 ; Jarvenpaa & Tractinsky, 199…”
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“A major factor influencing the successful proliferation of e-commerce is people’s trust in Internet vendors (Jarvenpaa et al, 1999; Gefen, 2000; Kim et al, 2008a).”
BackgroundResultNanyang Technological University, Chandra, S., Srivastava, S., HEC School of Management, P., Theng, Y.-L., & Nanyang Technological University (2012) · Journal of the Association for Information Systems · doi:10.17705/1jais.00310 · Cited by 90
Factors Affecting the Use of Facial-Recognition Payment: An Example of Chinese Consumers
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“The previous empirical studies have investigated the influence of personality on many aspects, such as income Heineck and Anger [24], life satisfaction (Boyce and Wood [6], employment and social status Viinikainen and Kokko [43], household finance Brown and Taylor [84], energy conservation Shen et al.”
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“…that e-commerce has become increasingly global, current research on trust in e-commerce deals almost exclusively in the US with few exceptions (e.g. Jarvenpaa and Tractinsky, 1999) and cross-cultural validation is called for to show that the way consumer trust affects e-commerce does vary by…”
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Tseng, H. (2022) · Information Technology and People · doi:10.1108/itp-07-2021-0564 · Cited by 100
Digital commerce in emerging economies
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Trần, V. Đ. (2020) · Journal of Asian Finance Economics and Business · doi:10.13106/jafeb.2020.vol7.no6.221 · Cited by 102
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Digital creativity: Research themes and framework
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“This is a thought-provoking proposal for the adaptive control of thought (Jarvenpaa, Tractinsky, & Saarinen, 1999) system involving the creation of a unitary theory of mind (Anderson, 1996).”
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Yildirim, H., & Eldin, A. A. (2018) · Journal of King Saud University - Computer and Information Sciences · doi:10.1016/j.jksuci.2018.03.001 · Cited by 83
“They were adapted from (Davis, 1989; Smith et al., 1996; Jarvenpaa and Tractinsky, 1999; Stewart and Segars, 2002).”
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“A case researched by Jarvenpaa and Tractinsky indicated that the negative emotions of 40% individuals are emerged from putting overloaded efforts in product searching during online shopping [23].”
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Mobile advertising avoidance: exploring the role of ubiquity
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“Given this background, this study defines spatial flexibility in terms of the contextual mobility proposed by Kakihara and Sørensen (2002), who argue that, despite the restrictions of local context, mobile technology releases people from the usual contextual constraints on human interaction, and…”
BackgroundWhat Drives Consumer Purchasing Intention in Live Streaming E-Commerce?
Qing, C., & Jin, S. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.938726 · Cited by 83
Su, D., & Huang, X. (2010) · International Business Research · doi:10.5539/ibr.v4n1p86 · Cited by 83
“Järvenpää et al. (1999) thought the lack of security of online shopping is the main reason why consumers give up purchase.”
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Lim, X., Cheah, J., Dwivedi, Y. K., & Richard, J. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.102992 · Cited by 103
Gender-Based Differences in Consumer E-Commerce Adoption
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“There is a growing body of evidence concerning the impact of trustworthiness (TW) beliefs on the use of e-commerce [Bélanger et al. 2002; Gefen et al. 2003; Jarvenpaa and Tractinsky 1999; Jarvenpaa et al. 2000; McKnight et al. 2002b; Pavlou and Gefen 2004; Van Slyke et al. 2004].”
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Kassim, N. M., & Salaheldin, S. I. (2009) · Measuring Business Excellence · doi:10.1108/13683040910943054 · Cited by 81
Special Issue: Trust in Online Environments
Benbasat, I., Gefen, D., & Pavlou, P. A. (2008) · Journal of Management Information Systems · doi:10.2753/mis0742-1222240400 · Cited by 81
“…and online trust across cultures came up with mixed results: showing consistent relationships among the United States, Israel, and Australia [12], all quite similar culturally, or suggesting the need to include culture in the model because trust, and its antecedents, changed across cultures…”
Risk Perceptions of Airbnb Hosts: Evidence from a Mediterranean Island
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“Perceived Risks Consumers often perceive significant risks when conducting online purchases and are often reluctant to engage in e-purchasing primarily due to risk concerns (Jarvenpa & Tractinsky, 1999; L. H. Kim et al., 2005; Lin et al., 2009; Zimmer et al., 2010).”
BackgroundConsumer internet purchasing behavior in Chile
Andrews, L., & Bianchi, C. (2013) · Journal of Business Research · doi:10.1016/j.jbusres.2013.01.012 · Cited by 84
“…and behaviors related to making online purchases (e.g., Bhatnagar, Sanjog, & Rao, 2000; Fram & Grady, 1995; Garbarino & Strahilevitz, 2004; Jarvenpaa & Tractinsky, 1999; Jarvenpaa, Tractinsky, & Vitale, 2000; Peterson & Balasubramanian, 2002; Swinyard & Smith, 2003; Van den Poel & Leunis,…”
A Tangled Web: Should Online Review Portals Display Fraudulent Reviews?
Ananthakrishnan, U. M., Li, B., & Smith, M. D. (2020) · Information Systems Research · doi:10.1287/isre.2020.0925 · Cited by 84
The effect of voice and humour on users’ perceptions of personal intelligent agents
Moussawi, S., & Benbunan-Fich, R. (2021) · Behaviour & Information Technology · doi:10.1080/0144929x.2020.1772368 · Cited by 83
Hu, B., Liu, Y., & Yan, W. (2022) · Telematics and Informatics · doi:10.1016/j.tele.2023.101951 · Cited by 87
A Model of Customers' Trust in E-Businesses: Micro-Level Inter-Party Trust Formation
Kim, E.-J., & Tadisina, S. K. (2007) · Journal of Computer Information Systems · doi:10.1080/08874417.2007.11645998 · Cited by 81
Trust in sharing encounters among millennials
Mittendorf, C., Berente, N., & Holten, R. (2019) · Information Systems Journal · doi:10.1111/isj.12237 · Cited by 86
“…environments, such as in e‐commerce (Gefen, 2000, 2002; McKnight, Choudhury, & Kacmar, 2002a; Pavlou & Gefen, 2004), crowdsourcing (Doan, Ramakrishnan, & Halevy, 2011; Mashhadi & Capra, 2011; Zheng, Li, & Hou, 2011), and virtual teams (Jarvenpaa et al., 1999; Jarvenpaa & Leidner, 1999).”
Bigné, E., Mafé, C. R., & Badenes‐Rocha, A. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2022.113628 · Cited by 97
Factors That Affect Consumers’ Trust and Continuous Adoption of Online Financial Services
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Consumer Decision Making on the Web: A Theoretical Analysis and Research Guidelines
Punj, G. (2012) · Psychology and Marketing · doi:10.1002/mar.20564 · Cited by 87
Egger, F. F. (2003) · doi:10.6100/ir572640 · Cited by 77
A Study of the Multilevel and Dynamic Nature of Trust in E-Commerce from a Cross-Stage Perspective
Kim, D. J. (2014) · International Journal of Electronic Commerce · doi:10.2753/jec1086-4415190101 · Cited by 79
“This study adopts the trust measurement items from previous research [51, 76] that uses a single dimension.”
MethodThe relationship between CRM and customer loyalty: the moderating role of customer trust
Alam, M. M. D., Karim, R. A., & Habiba, W. (2021) · International Journal of Bank Marketing · doi:10.1108/ijbm-12-2020-0607 · Cited by 103
Hubert, M., Hubert, M., Linzmajer, M., Riedl, R., & Kenning, P. H. (2018) · European Journal of Marketing · doi:10.1108/ejm-12-2016-0870 · Cited by 85
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“The perceived risk was measured by a 7-point Likert scale on 4 items taken from (Jarvenpaa et al., 1999).”
MethodPerceived Internet privacy concerns on social networks in Europe
Cecere, G., Guel, F. L., & Soulié, N. (2015) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2015.01.021 · Cited by 76
“[29] show evidences of the opposite effect (even if this”
BackgroundUser acceptance of Internet banking in Indonesia: initial trust formation
Susanto, A., Lee, H., Zo, H., & Ciganek, A. P. (2013) · Information Development · doi:10.1177/0266666912467449 · Cited by 82
“Researchers have found support for multiple factors that shape initial trust, including perceived reputation, structural assurance, and web-site quality (Jarvenpaa et al. 1999; Fung and Lee 1999; McKnight et al. 2002b; Koufaris and Hampton-Sosa 2004; Flavian et al. 2005).”
BackgroundGupta, R., & Kabadayi, S. (2010) · Psychology and Marketing · doi:10.1002/mar.20325 · Cited by 73
Sahney, S., Ghosh, K., & Shrivastava, A. (2013) · Journal of Asia Business Studies · doi:10.1108/jabs-jul-2011-0038 · Cited by 75
Factors influencing Irish consumers' trust in internet shopping
Connolly, R., & Bannister, F. (2008) · Management Research News · doi:10.1108/01409170810865154 · Cited by 76
Overall Perceived Value of a Tourism Service Delivered via Different Media
Sabiote-Ortiz, C. M., Frías-Jamilena, D. M., & García, J. A. C. (2014) · Journal of Travel Research · doi:10.1177/0047287514535844 · Cited by 73
“More specifically, these two dimensions are the most widely used in the literature on online consumer behavior (Jarvenpaa and Tractinsky 1999; Weber and Hsee 1998; Liu, Furrer, and Sudharshan 2001; Frost, Goode, and Hart 2010; Gong, Li, and Stump 2007), not only for their ease of interpretation in…”
BackgroundResultInvestigating the value of privacy on online social networks: conjoint analysis
Krasnova, H., Hildebrand, T., & Günther, O. (2009) · doi:10.7892/boris.47455 · Cited by 74
“Addressing this set of concerns, it is important to note, however, that using information provided by users for marketing purposes may represent an important source to finance operations of OSNs, which are currently offered to users for free.”
BackgroundThe Role of Continuous Trust in Information Systems Continuance
Hoehle, H., Huff, S. L., & Goode, S. (2012) · Journal of Computer Information Systems · doi:10.1080/08874417.2012.11645571 · Cited by 75
“Satisfaction can be defined as “an ex post evaluation of consumers’ initial experience with the service, and is captured as a positive feeling (satisfaction), indifference, or negative feeling (dissatisfaction)” [28, p. 203].”
Online shopping, the standard learning hierarchy, and consumers' internet expertise
Martínez-López, F. J., Luna, P., & Martínez-López, F. J. (2005) · Internet Research · doi:10.1108/10662240510602717 · Cited by 72
“…that look at analysing user attitudes toward a firm’s web page and its effects on the trust An AmericanSpanish comparison 313 and purchase intentions consumers might have in said web site (Chen and Wells, 1999, 2000; Jarvenpaa et al., 1999; Cheskin Research and Studio Archetype/Sapient, 1999).”
BackgroundAttitudes' hierarchy of effects in online user behaviour
García, J. A. C., Rodríguez, M. A., & Martínez, T. L. (2009) · Online Information Review · doi:10.1108/14684520910944364 · Cited by 76
An expanded nomological network of experienscape
Tasci, A. D. A., & Pizam, A. (2020) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-12-2018-0988 · Cited by 79
Konradt, U., Wandke, H., Balazs, B., & Christophersen, T. (2003) · Behaviour and Information Technology · doi:10.1080/0144929031000107072 · Cited by 71
“A first factor of buyer-seller relationships that directly affects customers7 decision making is store or seller trust that are ascribed by the consumers (Doney and Cannon 1997; Hoffman et al. 1999; Jarvenpaa 1999; Jarvenpaa et al. 2000).”
BackgroundWhere Did They Go Right? Understanding the Deception in Phishing Communications
Wright, R. T., Chakraborty, S., Basoglu, K. A., & Marett, K. (2009) · Group Decision and Negotiation · doi:10.1007/s10726-009-9167-9 · Cited by 70
“Further, experience with the web is an important factor for detection according to past research on phishing (Dhamija et al. 2006; Dinev and Hart 2006; Grazioli and Jarvenpaa 2000; Jarvenpaa et al. 2000 ), primarily because the more experience one has interacting with the web, the more baseline communication the user…”
BackgroundMethodLawson‐Body, A., & Limayem, M. (2006) · Journal of Computer-Mediated Communication · doi:10.1111/j.1083-6101.2004.tb00295.x · Cited by 82
Acceptance of online banking information systems: an empirical case in a developing economy
Chandio, F. H., Zahir Irani, A., Abbasi, M. S., & Nizamani, H. A. (2013) · Behaviour and Information Technology · doi:10.1080/0144929x.2013.806593 · Cited by 72
Ubiquitous Computing Acceptance Model: end user concern about security, privacy and risk
Shin, D. (2010) · International Journal of Mobile Communications · doi:10.1504/ijmc.2010.031446 · Cited by 70
“Jarvenpaa and Tractinsky (1999) argue that one’s general level of trust is similar to the trust they put into internet-based companies.”
BackgroundConsumer Adoption of Mobile Internet Services: An Exploratory Study
Jiang, P. (2009) · Journal of Promotion Management · doi:10.1080/10496490903196213 · Cited by 71
“Customers’ confidence in using mobile services are linked to their beliefs in mobile internet security (Jarvenpaa, Tractinsky, & Saarinen, 1999; Swaminathan, Lepkowska-White, & Rao, 1999; Tang & Veijalainen, 2001; Manochehri & AlHinai, 2008).”
BackgroundMeasuring user perceptions of Web site reputation
Toms, E. G., & Taves, A. (2003) · Information Processing & Management · doi:10.1016/j.ipm.2003.08.007 · Cited by 69
Sabiote, C. M., Frías, D. M., & García, J. A. C. (2012) · Internet Research · doi:10.1108/10662241211214557 · Cited by 68
Alternative explanations of online repurchasing behavioral intentions
Ha, H., Muthaly, S., & Akamavi, R. K. (2010) · European Journal of Marketing · doi:10.1108/03090561011032757 · Cited by 92
“However, some research using international samples suggest that there are consumer differences in shopping attitudes toward internet stores between relatively collectivist cultures and individualist cultures ( Järvenpäa and Tractinsky, 1999; Lynch and Beck, 2001).”
Background
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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