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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.
Unformatted Document Text:  How interpersonal trust manifests 10 commercial use such as product purchase, where the potential for a monetary loss accentuates the uncertainty faced and the resultant need and importance of uncertainty reducing information. Many web-based markets characterize the online commercial context. One such market place that continues to grow and thrive is the online auction. Ebay, Onsale, and Priceline are just a few of the many online auction sites that make up the online auction industry with a projected growth of $52.6 billion by 2002 (Business Week, 1997). Forrester Research predicts that the online bidding community will reach 14 million users and generate $19 billion in sales by March 2003. More sites add auctions every day. eBay has localized web sites in over twenty countries including Argentina, Australia, Austria, Brazil, Belgium, Germany, the United Kingdom, France, Canada, Italy, Japan, Mexico, Korea, New Zealand, Netherlands, Singapore, Ireland, Switzerland, Spain, Sweden, Switzerland, Thailand, and the United States; and is expanding its services everyday. EBay has the same rules, regulations and structural features on all its localized websites. EBays rapid growth has sparked interest in academics in various disciplines (Dholakia and Soltysinski, 2001; Wilcox, 2000). Increased acceptance by consumers and academics alike, and standard global availability, makes a cross-cultural comparison within this context opportune. In a web based auction such as eBay, the auction website acts as an intermediary or exchange mechanism that ensures the maintenance of conducive conditions for the auction to function. Lack of nonverbal cues from sellers or other bidders, asynchronous nature of feedback, limited information and

Authors: Vishwanath, Arun.
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How interpersonal trust manifests 10
commercial use such as product purchase, where the potential for a monetary loss
accentuates the uncertainty faced and the resultant need and importance of
uncertainty reducing information.
Many web-based markets characterize the online commercial context. One
such market place that continues to grow and thrive is the online auction. Ebay,
Onsale, and Priceline are just a few of the many online auction sites that make up
the online auction industry with a projected growth of $52.6 billion by 2002
(Business Week, 1997). Forrester Research predicts that the online bidding
community will reach 14 million users and generate $19 billion in sales by March
2003. More sites add auctions every day. eBay has localized web sites in over
twenty countries including Argentina, Australia, Austria, Brazil, Belgium,
Germany, the United Kingdom, France, Canada, Italy, Japan, Mexico, Korea,
New Zealand, Netherlands, Singapore, Ireland, Switzerland, Spain, Sweden,
Switzerland, Thailand, and the United States; and is expanding its services
everyday. EBay has the same rules, regulations and structural features on all its
localized websites. EBays rapid growth has sparked interest in academics in
various disciplines (Dholakia and Soltysinski, 2001; Wilcox, 2000). Increased
acceptance by consumers and academics alike, and standard global availability,
makes a cross-cultural comparison within this context opportune.
In a web based auction such as eBay, the auction website acts as an
intermediary or exchange mechanism that ensures the maintenance of conducive
conditions for the auction to function. Lack of nonverbal cues from sellers or
other bidders, asynchronous nature of feedback, limited information and


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