Platform trust in C2C e-commerce platform: the sellers’ cultural perspective

With the development of online retailing on third-party e-commerce platforms such as Taobao, the churn of individual shops is becoming increasingly severe. Platform operators are eager to learn the causes of this eroding trust. Based on Hofstede’s cultural dimensions theory, this paper aims to inves...

Full description

Saved in:
Bibliographic Details
Published in:Information technology and management 2022-12, Vol.23 (4), p.233-243
Main Authors: Qin, Liangjuan, Qu, Qixing, Zhang, Li, Wu, Harris
Format: Article
Language:English
Subjects:
Avoidance
Business and Management
Computer Communication Networks
Consumers
Corporate culture
Cultural factors
Cultural values
Customer services
Data Structures and Information Theory
Electronic commerce
Individualism
Information technology
IT in Business
Masculinity
Mobile commerce
Operations Research/Decision Theory
Retailing
Society
Technology Acceptance Model
Technology adoption
Uncertainty
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:With the development of online retailing on third-party e-commerce platforms such as Taobao, the churn of individual shops is becoming increasingly severe. Platform operators are eager to learn the causes of this eroding trust. Based on Hofstede’s cultural dimensions theory, this paper aims to investigate how masculinity, uncertainty avoidance and long-term orientation impact platform trust and the interaction between these three cultural variables. Based on data collected from sellers on the largest Chinese C2C platform, we found that uncertainty avoidance had a negative effect on platform trust, while masculinity and long-term orientation exerted a positive impact on platform trust. A significant association among the cultural factors was also found.
ISSN:1385-951X
1573-7667
DOI:10.1007/s10799-021-00349-1