Trust in B2C E-commerce: the New Zealand mäori internet shopper

  • Authors:
  • Konrad Janusz Peszynski

  • Affiliations:
  • Deakin University, Australia

  • Venue:
  • E-commerce and cultural values
  • Year:
  • 2003

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Abstract

This chapter identifies relevant factors of Mäori trust in terms of encouraging online shopping of B2C e-commerce by Mäori in New Zealand. The concepts of trust, risk and reputation are used to explore the uptake of Internet shopping in a B2C context by Mäori, a minority--but significant--racial group, in New Zealand. Reputation and adoption of e-commerce in Mäori culture emanates from family and tribe, typically by word of mouth. This chapter suggests that specific cultures like the Mäori have different elements in their trust of e-commerce, which needs to be addressed to encourage broader use.