Explore the factors of trust at internet shopping in different countries

• Main Authors: Jia-ling Lin, 林嘉玲
• Other Authors: 曹承礎
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/99820328541872350984

碩士 === 國立臺灣大學 === 資訊管理學研究所 === 99 === Building consumer trust is important for new or unknown Internet businesses extend their customer to reach globally. This study explores the question: Are there some differences of building consumer trust in different countries? Should website designers take into account the cultural characteristics of prospective customers to increase trust? This study intended to understand the perceptions when using the Internet store websites, and to explore the factors of E-commerce trust, knowing the perceptions of E-commerce trust of students in different countries. This research carries out a qualitative case study of students in Taiwan and China. The empirical results indicate that there exist different factors of promoting customer to use Internet store websites and the perceptions associated with E-commerce trust in different countries. We further analyze the cultural differences that might be relevant to the results. We conclude with the theoretical implications on the areas of e-commerce management literature, and practical implications on how the Taiwan Internet store sellers can more effectively manage the strategies of designing Internet store websites in China. These findings highlight the need to consider cultural differences when identifying the mix of web strategies to employ in Internet store websites