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Agency beliefs mediate trust across cultures in e-commerce

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Title: Agency beliefs mediate trust across cultures in e-commerce
Author(s): Kwan, Letty Y.
Director of Research: Hong, Ying Yi Y.
Doctoral Committee Chair(s): Hong, Ying Yi Y.
Doctoral Committee Member(s): Chiu, Chi Yue; White, Tiffany B.; Cohen, Dov; Shavitt, Sharon
Department / Program: Psychology
Discipline: Psychology
Degree Granting Institution: University of Illinois at Urbana-Champaign
Degree: Ph.D.
Genre: Dissertation
Subject(s): Trust Inter-cultural trust perception Trust and culture Trust in e-commerce
Abstract: Past research has identified differences in trust judgement between Western and Eastern cultures. In addition, some studies have shown that trust can be established through the trustee’s personal reputation of integrity, or through structural assurance mechanisms such as social monitoring and sanctioning. Nonetheless, the relative importance of personal versus structural cues in trust judgement across cultures is not clear. The present thesis examined cultural differences in the relative importance of personal and structural trust cues in trust judgement in the socially and economically relevant context of e-commerce. Results from 4 studies revealed that Americans prefer using personal integrity in trust judgement, whereas Asians prefer structural cues (Studies 1 and 2). Furthermore, these cultural differences can be explained by relative prevalence of the two types of agency beliefs, individual versus group agency across cultures (Studies 3 and 4).
Issue Date: 2011-08-26
URI: http://hdl.handle.net/2142/26376
Rights Information: Copyright 2011 Letty Y. Kwan
Date Available in IDEALS: 2013-08-27
Date Deposited: 2011-08
 

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