Investigating the moderating role of uncertainty avoidance cultural values on multidimensional online trust

Authors:
Yujong Hwang;Kun Chang Lee
Affiliations:
DePaul University, E. Jackson Blvd., Chicago, IL 60604, USA and Kyung Hee University, Yong In, South Korea;SKK Business School, Department of Interaction Science, Sungkyunkwan University, Sungkyunkwan Ro 25-2, Chong No-Ku, Seoul 110-745, South Korea
Venue:
Information and Management
Year:
2012

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Abstract

Building online trust and understanding its relationship to online customer purchase decision making is important to e-commerce companies. We decided to investigate the moderating role of uncertainty avoidance on the relationship between subjective norms and online trust (integrity, ability, and benevolence) as well as purchase intention on a model we had developed. We generated a questionnaire and first pilot tested it (n=116), and then modified it before performing the main test of our model (n=209). Specifically, trust (cognition and affect based) was adapted to better understand social and cultural factors in online customer behavior. Uncertainty avoidance was found to moderate the relationships between subjective norms and two dimensions of cognition-based trust, (integrity and ability). Benevolence, however, was not found to have any relationship to cultural values or purchase intention. Normative influence on ability belief about the website was significant only when the online consumer had a high sense of uncertainty avoidance. Theoretical and practical implications of these findings are discussed.