Impact of Nationality Information in Feedback on Trust in a Foreign Online Store

• BRACAMONTE Vanessa

  SOKENDAI (The Graduate University for Advanced Studies)

• OKADA Hitoshi

  National Institute of Informatics

抄録

An experimental study was conducted among Japanese consumers in order to investigate the effects of nationality information in feedback on trust towards a foreign online store. Three experimental conditions were created: (1) feedback from Japanese users, (2) feedback from Thai users and (3) a control condition of no feedback. We hypothesized that showing feedback from Japanese users would result in the highest level of trust, and that an increase in trust would then result in lower perceived risk, and higher perceived usefulness and intention of use of the website. A survey was conducted in Japan, obtaining a total of 915 participants who were randomly assigned into three groups corresponding to the experimental conditions. Structural equation modeling was used in order to analyze the proposed hypotheses within a model of consumer behavior. The results indicate that showing feedback from Japanese users resulted in higher trust than showing feedback from Thai users or showing no feedback. However, feedback from Thai users did not result in an improvement of trust when compared with no feedback shown.

収録刊行物

• Journal of Socio-Informatics

  Journal of Socio-Informatics 8 (1), 1-12, 2015

  一般社団法人 社会情報学会

キーワード

• Electronic commerce
• consumer behavior
• trust
• risk
• feedback
• cross-border

詳細情報

• CRID: 1390282680313915648
• NII論文ID: 130005287010
• DOI: 10.14836/jsi.8.1_1
• ISSN: 24322156
• ISSN: 18829171
• 本文言語コード: en
• データソース種別:
  • JaLC
  • CiNii Articles
• 抄録ライセンスフラグ: 使用不可