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Building Online Trust in a Culture of Confucianism: The Impact of Process Flexibility and Perceived Control

Building Online Trust in a Culture of Confucianism: The Impact of Process Flexibility and... Building Online Trust in a Culture of Confucianism: The Impact of Process Flexibility and Perceived Control LIHUA HUANG, Fudan University SULIN BA, University of Connecticut XIANGHUA LU, Fudan University The success of e-commerce companies in a Confucian cultural context takes more than advanced IT and process design that have proven successful in Western countries. The example of eBay's failure in China indicates that earning the trust of Chinese consumers is essential to success, yet the process of building that trust requires something different from that in the Western culture. This article attempts to build a theoretical model to explore the relationship between the Confucian culture and online trust. We introduce two new constructs, namely process flexibility and perceived control, as particularly important factors in online trust formation in the Chinese cultural context. A survey was conducted to test the proposed theoretical model. This study offers a new explanation for online trust formation in the Confucian context. The findings of this article can provide guidance for companies hoping to successfully navigate the Chinese online market in the future. Categories and Subject Descriptors: H.2.5 [Information Systems]: Online shopping General Terms: Management, Human Factors Additional Key Words and Phrases: e-commerce, culture, http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png ACM Transactions on Management Information Systems (TMIS) Association for Computing Machinery

Building Online Trust in a Culture of Confucianism: The Impact of Process Flexibility and Perceived Control

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Publisher
Association for Computing Machinery
Copyright
Copyright © 2014 by ACM Inc.
ISSN
2158-656X
DOI
10.1145/2576756
Publisher site
See Article on Publisher Site

Abstract

Building Online Trust in a Culture of Confucianism: The Impact of Process Flexibility and Perceived Control LIHUA HUANG, Fudan University SULIN BA, University of Connecticut XIANGHUA LU, Fudan University The success of e-commerce companies in a Confucian cultural context takes more than advanced IT and process design that have proven successful in Western countries. The example of eBay's failure in China indicates that earning the trust of Chinese consumers is essential to success, yet the process of building that trust requires something different from that in the Western culture. This article attempts to build a theoretical model to explore the relationship between the Confucian culture and online trust. We introduce two new constructs, namely process flexibility and perceived control, as particularly important factors in online trust formation in the Chinese cultural context. A survey was conducted to test the proposed theoretical model. This study offers a new explanation for online trust formation in the Confucian context. The findings of this article can provide guidance for companies hoping to successfully navigate the Chinese online market in the future. Categories and Subject Descriptors: H.2.5 [Information Systems]: Online shopping General Terms: Management, Human Factors Additional Key Words and Phrases: e-commerce, culture,

Journal

ACM Transactions on Management Information Systems (TMIS)Association for Computing Machinery

Published: Apr 1, 2014

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