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HOW INTERPERSONAL TRUST MANIFESTS ONLINE BEHAVIOR: A case study exploring the impact of societal levels of interpersonal trust on the utilization of online source credible information.

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Abstract:

As the Internet continues to expand globally, the understanding of the micro level connections between culture and online interaction is vital from a scientific perspective. The current study explores the effects of societal values of interpersonal trust on online interactions. Using data from the World Values Survey and Inglehart’s (1997) scores of interpersonal trust, the study compares the effect of seller feedback ratings on online auction participation in three economically similar but culturally distinct countries, Canada, France and Germany. The results indicate a significant interaction between culture, interpersonal trust levels and seller ratings on bidder participant. Cultures exhibiting high levels of interpersonal trust tend to participate in online auctions irrespective of the sellers feedback ratings. However, in low trust cultures, seller ratings have a significant effect on bidders. The extent of the effect seems to depend on the degree of trust and the variation in seller ratings.

Most Common Document Word Stems:

trust (103), auction (100), seller (87), interperson (87), rate (84), cultur (79), bidder (66), onlin (56), level (50), inform (46), communic (42), internet (39), manifest (39), studi (38), effect (36), use (34), product (34), research (33), number (33), valu (33), 2001 (28),

Author's Keywords:

interpersonal trust, Inglehart, World Values Survey, online auctions, culturally mediated communication, online behavior.
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Name: International Communication Association
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http://www.icahdq.org


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MLA Citation:

Vishwanath, Arun. "HOW INTERPERSONAL TRUST MANIFESTS ONLINE BEHAVIOR: A case study exploring the impact of societal levels of interpersonal trust on the utilization of online source credible information." Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p112156_index.html>

APA Citation:

Vishwanath, A. , 2003-05-27 "HOW INTERPERSONAL TRUST MANIFESTS ONLINE BEHAVIOR: A case study exploring the impact of societal levels of interpersonal trust on the utilization of online source credible information." Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p112156_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: As the Internet continues to expand globally, the understanding of the micro level connections between culture and online interaction is vital from a scientific perspective. The current study explores the effects of societal values of interpersonal trust on online interactions. Using data from the World Values Survey and Inglehart’s (1997) scores of interpersonal trust, the study compares the effect of seller feedback ratings on online auction participation in three economically similar but culturally distinct countries, Canada, France and Germany. The results indicate a significant interaction between culture, interpersonal trust levels and seller ratings on bidder participant. Cultures exhibiting high levels of interpersonal trust tend to participate in online auctions irrespective of the sellers feedback ratings. However, in low trust cultures, seller ratings have a significant effect on bidders. The extent of the effect seems to depend on the degree of trust and the variation in seller ratings.

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Document Type: .PDF
Page count: 33
Word count: 7048
Text sample:
How interpersonal trust manifests 1 Running Head: HOW INTERPERSONAL TRUST MANIFESTS ONLINE BEHAVIOR: A Case Study Exploring the Impact of Societal Levels of Interpersonal Trust on the Utilization of Online Source Credible Information. How Interpersonal Trust Manifests Online Behavior: A Case Study Exploring the Impact of Societal Levels of Interpersonal Trust on the Utilization of Online Source Credible Information. Tracking Number ICA – 11- 10425 October 2002 Paper submitted for possible presentation to the ICA conference San Diego May
‘unique bidders’ Sources of Sum of d.f. Mean F Sig. Eta-squared Variation Squares Square of F ( 2) For variable ‘Unique Bidders’ Main Effects Seller Rating 550.26 1 550.26 149.25 <.001 .340 Country 60.09 2 30.04 8.15 <.001 .053 Two-way interactions 129.69 2 64.84 17.59 <.001 .108 Explained 742.30 5 148.46 40.27 <.001 .410 Residual 1069.12 290 3.687 Total 5877 296 Note 1. Variable ‘unique bidders’ represents the unique number of bidders attracted to an auction.


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