How interpersonal trust manifests 2
Tracking Number ICA – 11- 10425
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.
Keywords: interpersonal trust, Inglehart, World Values, online auctions,
culturally mediated communication, online behavior.
Convention