Trust Effects on E-commerce: Cross-cultural Comparison of Business-to-Consumer Environment Between UK and China

Xu, Tiantian (2016) Trust Effects on E-commerce: Cross-cultural Comparison of Business-to-Consumer Environment Between UK and China. [Dissertation (University of Nottingham only)]

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The advent of the internet has changed the way of conducting business

due to the unique nature of the web and internet such as ubiquity, global

reach, interactivity, personalization and so on (Laudon and Laudon, 2009).

As a result, E-commerce has been becoming a more attractive avenue to

conduct business. At the same time, the trust is also becoming

increasingly important element in the success of transaction in virtual


While many scholars have made many study contributing in this field, but

they do not conduct in the way of qualitative one. Most them just find the

generalization of the samples. In addition, some international trust also

be discussed. In this study, B2C e-Commerce was used to understand

the effect of trust in the online shopping in China and UK. The results of

the existing research may not have a direct application to China and UK.

Semi-structured interview was used to collect data in this research. The

Chinese or British consumers who have online shopping experience were

chosen to do the interview.

According to findings, internet merchant should have trustworthiness

features including benevolence, integrity, and ability, which are the

important factors in the formation of trust for both Chinese and British

online customers. For customers themselves, their individual propensity

to trust, culture and perceived usefulness and perceived ease of use are

associated with their trust and purchasing intention. Furthermore, some

external environment such as guarantees from the third parties and legal

environment the still has influence on customer trust and shopping

behavior. In addition, different trust factors also have different influencing

degree on consumers’ purchasing behavior.

Item Type: Dissertation (University of Nottingham only)
Keywords: Trust, e-commerce, online shopping behavior, e-vendor, trustworthiness, culture, institution
Depositing User: Xu, Tiantian
Date Deposited: 13 Mar 2017 12:48
Last Modified: 19 Oct 2017 17:04

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