Global Differences in Online Shopping Behavior: Understanding Factors Leading to Trust

Clemons, E; Wilson, J; Matt, C; Hess, T; Ren, F; Jin, F; Koh, N (2016). Global Differences in Online Shopping Behavior: Understanding Factors Leading to Trust. Journal of Management Information Systems, 33(4), pp. 1117-1148. 10.1080/07421222.2016.1267531

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Trust underlies much of the online shopping behavior. We compare trust in online shopping in four countries: (1) the United States, a mature online market; (2) Germany; (3) China, the fastest growing online market, where consumers are plagued by counterfeits, forgeries, and spoiled or defective items; and (4) Singapore. We performed laboratory experiments in all four countries. We used three experimental treatments: (1) no assurances; (2) promises of product quality and authenticity; and (3) promises backed up by third-party assurances. We examined subjects’ perceived risk associated with different treatments across different vendor types. The impact of treatments and of vendor reputation on consumers’ trust varied across countries in ways that we did not expect. In mature online markets like the United States, online shopping appears to be treated as just another form of shopping. In China, if an online vendor can establish a reputation for quality, consumers appear to treat those merchants much as Americans do their own favorite online vendors, despite problems with Chinese shopping more generally.

Item Type:

Journal Article (Original Article)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems > Information Management
03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Information Systems

UniBE Contributor:

Matt, Christian

Subjects:

000 Computer science, knowledge & systems
600 Technology > 650 Management & public relations
300 Social sciences, sociology & anthropology > 330 Economics

ISSN:

0742-1222

Projects:

[849] Digitale Wertschöpfung und Bepreisung Official URL

Language:

English

Submitter:

Patrick Cédric Munz

Date Deposited:

12 Mar 2018 11:22

Last Modified:

18 Oct 2018 15:44

Publisher DOI:

10.1080/07421222.2016.1267531

URI:

https://boris.unibe.ch/id/eprint/106405

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