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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 20 the three cultures. Canada scored the highest among the three sample nations on interpersonal trust in the World Values Survey (Inglehart, 1997). The higher levels of trust, could translate to a higher willingness to participate in a high uncertainty game of chance without much information about the credibility of the seller. This could potentially explain the moderate influence of seller rating levels on the number of bidders attracted to the auction. The lack of significant t-test differences along with the low average number of bidders for both seller ratings, points to the lack of seller ratings influence on bidder participation. Canadian auction participants tend to trust the sources more and thereby are more willing to participate in an online auction. On the other hand, French auctions seemed to show a markedly drastic effect of seller ratings. France scored the lowest among the three sample nations on interpersonal trust in the World Values Survey (Inglehart, 1997). The low levels of interpersonal trust seems to manifest online interaction in France, such that auctions with low ratings are usually avoided for auctions with high ratings. The significant interaction effects and t-test results points to the significant differences between low ratings and country on online participation. Lastly, Germany was rated between Canada and France on interpersonal trust among the three sample nations (Inglehart, 1997). German auction participation seems to be effected by seller ratings but to a lesser degree when compared to France. German auctions with low seller ratings attracted a higher number of bidders than those attracted to similar auctions in France. In other words, the effect of seller ratings was severe but not as extreme as in France.

Authors: Vishwanath, Arun.
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How interpersonal trust manifests 20
the three cultures. Canada scored the highest among the three sample nations on
interpersonal trust in the World Values Survey (Inglehart, 1997). The higher
levels of trust, could translate to a higher willingness to participate in a high
uncertainty game of chance without much information about the credibility of the
seller. This could potentially explain the moderate influence of seller rating levels
on the number of bidders attracted to the auction. The lack of significant t-test
differences along with the low average number of bidders for both seller ratings,
points to the lack of seller ratings influence on bidder participation. Canadian
auction participants tend to trust the sources more and thereby are more willing to
participate in an online auction.
On the other hand, French auctions seemed to show a markedly drastic
effect of seller ratings. France scored the lowest among the three sample nations
on interpersonal trust in the World Values Survey (Inglehart, 1997). The low
levels of interpersonal trust seems to manifest online interaction in France, such
that auctions with low ratings are usually avoided for auctions with high ratings.
The significant interaction effects and t-test results points to the significant
differences between low ratings and country on online participation.
Lastly, Germany was rated between Canada and France on interpersonal
trust among the three sample nations (Inglehart, 1997). German auction
participation seems to be effected by seller ratings but to a lesser degree when
compared to France. German auctions with low seller ratings attracted a higher
number of bidders than those attracted to similar auctions in France. In other
words, the effect of seller ratings was severe but not as extreme as in France.


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