중국문화&온라인 쇼핑 소비자신뢰에 대한 연구

Abstract

E-commerce in china is surprisingly not as prosperous as people expected before. The lacking of consumers’ trust is believed to be one of the major obstacles for the further development and growth of e-commerce, especially online shopping market. For many scholars, Chinese people are a ‘low-trust’ when compared with other western countries. Chinese trust seems like that the more trust to inside people and distrust to outside people. Although trust maybe from in various ways. Whether and how trust is almost depended on factors of the culture, Different cultures, such as environments characteristic and people’s personality have created a significant level of variance in the acceptance and growth of e-commerce in different places of the world. This study extends previous research about trust with a two-dimensional scale and combined with factors in the establishment of trust based on characteristics of Chinese culture. This paper provides insights into the role of china culture in e-commerce, and that may impact an extensive acceptance and development of online shopping market in china.