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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 4 creates an absence of standardized comparable platforms, making it difficult to isolate and test relational effects of culture on media consumption. The current study is a modest attempt at exploring the micro level connections between societal levels of interpersonal trust as measured by Inglehart (1997) and online behavior. To standardize the comparative contextual elements across cultures, the study compares online auction participation within national eBay websites in Canada, Germany, and France. To examine the manifestation of interpersonal trust on online behavior, the impact of seller feedback ratings on online auction bidders is compared within and across these three websites. The remainder of the paper is broken in to four sections. The first section covers the theoretical premise of the paper including a brief review of perspectives in cultural research on new media, followed by a review of the World Values Survey and interpersonal trust, and the pertinent literature on online auctions and source credibility. The second section covers the methodological approach, and includes the data analytical procedures. The third section covers the results, followed by the discussion and concluding comments in the fourth section. Theoretical Premise New Media and Culture In their study of culture, communication scientists have often followed on views of culture developed in symbolic anthropology (Geertz, 1973) in which all the cultural artifacts such as rituals, legends, ceremonies, and languages are regarded as symbolic forms that are created, interpreted, and maintained through the process of communication. The relationship between new media and culture is

Authors: Vishwanath, Arun.
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background image
How interpersonal trust manifests 4
creates an absence of standardized comparable platforms, making it difficult to
isolate and test relational effects of culture on media consumption.
The current study is a modest attempt at exploring the micro level connections
between societal levels of interpersonal trust as measured by Inglehart (1997) and
online behavior. To standardize the comparative contextual elements across
cultures, the study compares online auction participation within national eBay
websites in Canada, Germany, and France. To examine the manifestation of
interpersonal trust on online behavior, the impact of seller feedback ratings on
online auction bidders is compared within and across these three websites. The
remainder of the paper is broken in to four sections. The first section covers the
theoretical premise of the paper including a brief review of perspectives in
cultural research on new media, followed by a review of the World Values Survey
and interpersonal trust, and the pertinent literature on online auctions and source
credibility. The second section covers the methodological approach, and includes
the data analytical procedures. The third section covers the results, followed by
the discussion and concluding comments in the fourth section.
Theoretical Premise
New Media and Culture
In their study of culture, communication scientists have often followed on
views of culture developed in symbolic anthropology (Geertz, 1973) in which all
the cultural artifacts such as rituals, legends, ceremonies, and languages are
regarded as symbolic forms that are created, interpreted, and maintained through
the process of communication. The relationship between new media and culture is


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