Trust: an intercultural comparison of consumer perceptions

Trust: an intercultural comparison of consumer perceptions Purpose – The purpose of this paper is to examine trust and posit that consumers perceive the trustworthiness of companies from a particular country differently. Design/methodology/approach – An accepted US model of trust across cultures is tested. A survey questionnaire is used to collect the data from Taiwanese consumers. Findings – The paper finds that Taiwanese consumers have different levels of trust toward companies from European, North American, and Asian countries. Research limitations/implications – This study demonstrates that consumers have differential perceptions of the trustworthiness of foreign firms. Further research is needed to determine if the model explains trust equally well in other cultures. Practical implications – Understanding factors (e.g. trust, costs, and values of product) that influence the success of trading relationships is important to every multinational corporation. Originality/value – This paper explores the connection between perceptual trust of one particular country's trading partners, various indicators of corruption such as Hofstede's cultural components, the perception of corruption by Transparency International, and various trade activities. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Commerce and Management Emerald Publishing

Trust: an intercultural comparison of consumer perceptions

Loading next page...
 
/lp/emerald-publishing/trust-an-intercultural-comparison-of-consumer-perceptions-ES0NCkI9rC
Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1056-9219
DOI
10.1108/10569210810895230
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine trust and posit that consumers perceive the trustworthiness of companies from a particular country differently. Design/methodology/approach – An accepted US model of trust across cultures is tested. A survey questionnaire is used to collect the data from Taiwanese consumers. Findings – The paper finds that Taiwanese consumers have different levels of trust toward companies from European, North American, and Asian countries. Research limitations/implications – This study demonstrates that consumers have differential perceptions of the trustworthiness of foreign firms. Further research is needed to determine if the model explains trust equally well in other cultures. Practical implications – Understanding factors (e.g. trust, costs, and values of product) that influence the success of trading relationships is important to every multinational corporation. Originality/value – This paper explores the connection between perceptual trust of one particular country's trading partners, various indicators of corruption such as Hofstede's cultural components, the perception of corruption by Transparency International, and various trade activities.

Journal

International Journal of Commerce and ManagementEmerald Publishing

Published: Jul 31, 2008

Keywords: Trust; Consumer behaviour; Individual perception; Country of origin; Taiwan

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off