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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 22 television. Though neither study was cross cultural, both suggested that higher credibility could be related to increased user experience. However, based on the findings of this study, another explanation could be the mediating influence of interpersonal trust within a culture. A decentralized medium low in verifiability tends to be evaluated severely and trusted less within a culture with low levels of interpersonal trust. The question then becomes, can these findings be extrapolated to other online user modes across cultures? Future research could verify the impacts of interpersonal trust on other forms of online communication, chat room behaviors, emails etc. Future research could also extend this study to more nations and other media vehicles to exact further cultural effects on media use. Lastly, the findings of this study should be interpreted cautiously. The study imposes a number of controls to ensure valid comparisons such as duration of auctions, product categories, minimum bid values etc. The study also assumes that a buyer enters the online auction environment on a given day looking to bid on a particular product. The contrary is often the case, as potential buyers surf the auction website sites looking for one or more products. There are also numerous concomitant variables such as user expertise, differing brand perceptions, proxy bidding, ‘buy it now’ options, and many other variables than have not been controlled for. However, this exploratory study is significant as it presents evidence of the link between the individual, cultures and media use. Internet use, especially online interaction seems to be culturally defined. As scientists continue to explore

Authors: Vishwanath, Arun.
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How interpersonal trust manifests 22
television. Though neither study was cross cultural, both suggested that higher
credibility could be related to increased user experience. However, based on the
findings of this study, another explanation could be the mediating influence of
interpersonal trust within a culture. A decentralized medium low in verifiability
tends to be evaluated severely and trusted less within a culture with low levels of
interpersonal trust. The question then becomes, can these findings be extrapolated
to other online user modes across cultures? Future research could verify the
impacts of interpersonal trust on other forms of online communication, chat room
behaviors, emails etc. Future research could also extend this study to more
nations and other media vehicles to exact further cultural effects on media use.
Lastly, the findings of this study should be interpreted cautiously. The
study imposes a number of controls to ensure valid comparisons such as duration
of auctions, product categories, minimum bid values etc. The study also assumes
that a buyer enters the online auction environment on a given day looking to bid
on a particular product. The contrary is often the case, as potential buyers surf the
auction website sites looking for one or more products. There are also numerous
concomitant variables such as user expertise, differing brand perceptions, proxy
bidding, ‘buy it now’ options, and many other variables than have not been
controlled for.
However, this exploratory study is significant as it presents evidence of
the link between the individual, cultures and media use. Internet use, especially
online interaction seems to be culturally defined. As scientists continue to explore


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