On the need to include national culture as a central issue in e-commerce trust beliefs

David Gefen, Tsipi Heart

Research output: Contribution to journalArticlepeer-review

182 Scopus citations


Trust and trust beliefs (trustworthiness) are key to e-commerce success but depend, to a large extent, on culture. With e-commerce being an international phenomenon, understanding the cross-cultural aspects of trust creation is therefore arguably required although mostly ignored by current research which deals almost exclusively with the U.S. This exploratory study examines whether definitions of trust beliefs as conceptualized and verified in the U.S. apply in Israel which differs markedly in individualism, uncertainty avoidance, and power distance. The data, cross-validating the scale of trust and its antecedents in both cultures, generally support the proposition that trust beliefs apply across cultures, and may be a relatively unvarying aspect of e-commerce. However, as expected, the effects of predictability and familiarity on trust beliefs may differ across national cultures. Implications about the need to include national culture in the research on trust, in general, and in e-commerce in particular, are discussed.

Original languageEnglish
Pages (from-to)1-29
Number of pages29
JournalJournal of Global Information Management
Issue number4
StatePublished - 1 Jan 2006


  • Cross cultural studies
  • E-commerce
  • Trust

ASJC Scopus subject areas

  • Business and International Management
  • Computer Science Applications
  • Strategy and Management
  • Management Science and Operations Research
  • Information Systems and Management


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