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Online Consumer Trust and Cultural Influences in America and Japan

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Online Consumer Trust and Cultural Influences in America and Japan - Chung, Christina
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As an experimental investigation, this study examines how retailer familiarity and dynamic pricing affect American and Japanese online consumer trust. The results show significantly different trust concepts. Generally, American online consumers have higher trust concepts and lower risk perceptions than Japanese online consumers do in online transactions. When a familiar online retailer offers dynamic pricing, American consumers have higher online shopping trust and increased purchase intention, whereas Japanese consumers ...

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Online Consumer Trust and Cultural Influences in America and Japan 2009, VDM Verlag, Saarbrucken

ISBN-13: 9783639177879

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