Trust in E-Commerce From the Cultural Perspective: A Systematic Literature Review

Trust in E-Commerce From the Cultural Perspective: A Systematic Literature Review

Neslişah Özdemir
Copyright: © 2023 |Pages: 23
DOI: 10.4018/978-1-6684-5727-6.ch008
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The purpose of this study is to review the literature on e-commerce trust from a cultural perspective, analyze where and how research is conducted, and determine the research stream. For this purpose, a systematic literature review of 52 peer-reviewed articles published in the Scopus database on trust in e-commerce was performed. The findings indicate that there has been a rise, over time, in the number of publications that discuss trust in e-commerce across a variety of cultural contexts. Various methodologies have been employed in these studies, and e-commerce trust has been analyzed in several sectors. The articles on trust in e-commerce from the cultural perspective are under three categories: impact of culture on online trust, antecedents, and consequences of online trust. In this regard, this study contributes to the body of knowledge by evaluating the process of establishing trust in e-commerce and examining the antecedents and consequences of online trust from the cultural perspective.
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Electronic commerce (e-commerce), which is described as the acquiring and selling of goods, services, and ideas via the use of communication technology, most notably the Internet, has become a critical component of modern enterprises, especially in the COVID-19 era (Bhatti et al., 2020; Shahzad, Hassan, Abdullah, Hussain & Fareed, 2020). The coronavirus pandemic has impacted global e-commerce and consumer behavior. Due to the virus's containment, millions of people stayed home in early 2020, making digital channels the preferred shopping choice. In 2019, it was discovered that 1.92 billion people used the internet to shop (Statista, 2022). For common things like food, apparel, but also retail technology, demand was extremely high in June 2020, reaching a record 22 billion monthly visits. It is expected that the number of people who purchase online will increase at a rapid rate around the world (Wang, Dang, Nguyen & Le, 2020).

It is asserted that the expansion of e-commerce has caused persistent and profound changes in the way that individual’s shop. Even in countries where online shopping is already widespread, it is predicted that e-commerce will continue to grow. According to the Europe E-commerce Europe report, North America and Asia dominate the world e-commerce trade. In addition, it is seen that there is a serious interest in e-commerce in eastern European countries (E-commerce Europe, 2022). In that sense, as a critical enabler of successful e-commerce, the importance of developing, establishing, and maintaining trust between consumers and sellers is increasingly becoming acknowledged in both the academic and practitioner domains. Trust in e-commerce has been widely investigated in previous literature (Kolsaker & Payne, 2002; Corbitt, Thanasankit & Yi, 2003; Chen & Dhillion, 2003Salam, Iyer, Palvia & Singh, 2005; Palvia, 2009; Abyad, 2017; Teo & Liu, 2017; Hallikainen & Laukkanen, 2018; Sullivan & Kim, 2018; Mumu, Saona, Mamun & Azad, 2021). Trust can be described as confidence in the trade partner's reliability and honesty. Concerns regarding an online store's trustworthiness are among the most critical variables distinguishing online purchasers from non-buyers (Hallikainen & Laukkanen, 2018). Since an online purchaser's decision is so complicated and intelligent, trust must be considered in the decision-making process (Constantinides, 2004; Lăzăroiu et al., 2020). When people shop online, privacy and security concerns might be paramount. Because consumers' views of privacy and security, as well as the quality of information, are significant predictors of trust, firms should be concerned about these variables in order to improve transaction volume (Kim, Ferrin & Rao, 2008).

Key Terms in this Chapter

Online Purchase Intention: A situation where a consumer is willing and intends to make online transactions.

TAM: A theory of information systems that models how people adopt and utilize a technology.

Website Quality: A term implies that a website is effective, user-friendly, and functional, as well as offering accurate and useful content.

Uncertainty Avoidance: The degree to which a society, organization, or group relies on social norms, regulations, and processes to mitigate the unpredictability of future occurrences.

Trust Propensity: A dispositional willingness to rely on others.

Privacy Concern: An individual’s apprehension towards the potential loss of privacy as a result of voluntary or covert information exposure to websites.

Electronic Commerce: A term that refers the purchasing and selling of goods and services, or the transmission of payments or data, over an electronic network, most notably the internet.

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