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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 17 Given the relatively lower number of purple, red and shooting star ratings for sellers, the study focuses on just the two most prevalent seller-rating levels, yellow (10-99 rating points) and turquoise (100-499 rating points) across the three cultures. The first level of data collection included every completed auction that reflected the controls listed above. This netted over 256 auctions in Canada for the two rating levels, 151 auctions in France, and 199 auctions in Germany. Data on sellers rating and the number of unique bidders for the completed auction were collected. The number of unique bidders accounts for the entry of the bidder into the auction and not the number of times they bid, and is hence distinct from the number of bids reported on the website. This measure reasonably controls for the effects of automatic bots, as most automatic bots at the least require the entry of the bidder into the auction. Lastly, a random sample of 50 auctions within each nation for each seller rating condition was selected from the completed auctions for the final analysis. Procedures This study uses quantitative data on seller ratings for the products and the corresponding number of unique bidders to the auction. Number of unique bids is converted to an interval variable, coded as 1 for completed auctions with 1-5 bidders, 2 for auctions with 6-10 bidders, 3 for auctions with 11-15 bidders, 4 for auction with 16-20 bidders, 5 for auctions with 20-35 bidders, and 6 for auctions with 36-40 bidders. The randomization procured one completed auction from eBay Germany with 43 bidders, two from France with 44 and 47 bidders, and one

Authors: Vishwanath, Arun.
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How interpersonal trust manifests 17
Given the relatively lower number of purple, red and shooting star ratings for
sellers, the study focuses on just the two most prevalent seller-rating levels,
yellow (10-99 rating points) and turquoise (100-499 rating points) across the three
cultures.
The first level of data collection included every completed auction that
reflected the controls listed above. This netted over 256 auctions in Canada for the
two rating levels, 151 auctions in France, and 199 auctions in Germany. Data on
sellers rating and the number of unique bidders for the completed auction were
collected. The number of unique bidders accounts for the entry of the bidder into
the auction and not the number of times they bid, and is hence distinct from the
number of bids reported on the website. This measure reasonably controls for the
effects of automatic bots, as most automatic bots at the least require the entry of
the bidder into the auction. Lastly, a random sample of 50 auctions within each
nation for each seller rating condition was selected from the completed auctions
for the final analysis.
Procedures
This study uses quantitative data on seller ratings for the products and the
corresponding number of unique bidders to the auction. Number of unique bids is
converted to an interval variable, coded as 1 for completed auctions with 1-5
bidders, 2 for auctions with 6-10 bidders, 3 for auctions with 11-15 bidders, 4 for
auction with 16-20 bidders, 5 for auctions with 20-35 bidders, and 6 for auctions
with 36-40 bidders. The randomization procured one completed auction from
eBay Germany with 43 bidders, two from France with 44 and 47 bidders, and one


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