The roles of trust and experience in consumer confidence in conducting e‐commerce: a cross‐cultural comparison between France and Germany |
| |
Authors: | Tao Sun |
| |
Affiliation: | Department of Community Development and Applied Economics, College of Agriculture and Life Sciences, University of Vermont, Burlington, VT, USA |
| |
Abstract: | Based on the Eurobarometer survey data, this study examined the roles of experience and cultural propensity to trust in consumer confidence in conducting e‐commerce. Compared with consumers in a low‐trust culture (France), consumers from a high‐trust society (West Germany) exhibit more confidence in conducting e‐commerce. This cultural difference is only evident among consumers with no prior e‐commerce experience but disappears among consumers with prior e‐commerce experience. There is no interaction effect of culture and experience. While consumer confidence in conducting e‐commerce declines with age within each culture, consumers of the same age groups tend to have higher confidence in conducting e‐commerce in West Germany than in France. Academic and practical implications were provided. |
| |
Keywords: | Confidence in online purchase cultural propensity to trust high‐trust culture low‐trust culture |
|
|