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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 14 interpersonal trust within a culture could potentially affect bidder choice, such that a product offered on an auction from a seller with low ratings within a low trust culture would probably procure lesser bidder interest as compared to a similar product from a more highly rated seller. On the contrary, in a culture high in interpersonal trust, the importance of seller rating in decision-making would probably be minimal. To compare, contrast, and comprehend the cultural effects of seller rating on the number of bidders attracted to the auction, the study poses the following research questions: RQ2a. How does the number of bidders attracted to an auction vary across cultures (France, Germany, Canada) for differing seller ratings? RQ2b. Is there an interaction between culture and seller ratings? Methodological Approach To study the effects of interpersonal trust on online interactions within cultures, three countries and their respective eBay websites were chosen for analysis. Though eBay offers auction website in over twenty countries eBay websites in France, Canada, and Germany were chosen. Since socio-cultural and post material values tend to be linked to economic development (Inglehart, 1997), the choice of nations reflects similar levels of economic development. France, Germany and Canada have distinct linguistic, cultural and geographical differences, with similar levels of economic and social development. Table 1 summarizes the salient economic aspects of these countries. All three nations have similar scores on post-materialism but exhibit differing levels of interpersonal

Authors: Vishwanath, Arun.
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How interpersonal trust manifests 14
interpersonal trust within a culture could potentially affect bidder choice, such
that a product offered on an auction from a seller with low ratings within a low
trust culture would probably procure lesser bidder interest as compared to a
similar product from a more highly rated seller. On the contrary, in a culture high
in interpersonal trust, the importance of seller rating in decision-making would
probably be minimal. To compare, contrast, and comprehend the cultural effects
of seller rating on the number of bidders attracted to the auction, the study poses
the following research questions:
RQ2a. How does the number of bidders attracted to an auction vary
across cultures (France, Germany, Canada) for differing seller
ratings?
RQ2b. Is there an interaction between culture and seller ratings?
Methodological Approach
To study the effects of interpersonal trust on online interactions within
cultures, three countries and their respective eBay websites were chosen for
analysis. Though eBay offers auction website in over twenty countries eBay
websites in France, Canada, and Germany were chosen. Since socio-cultural and
post material values tend to be linked to economic development (Inglehart, 1997),
the choice of nations reflects similar levels of economic development. France,
Germany and Canada have distinct linguistic, cultural and geographical
differences, with similar levels of economic and social development. Table 1
summarizes the salient economic aspects of these countries. All three nations have
similar scores on post-materialism but exhibit differing levels of interpersonal


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