Impact of Nationality Information in Feedback on Trustin a Foreign Online Store
Keywords:
Electronic commerce, consumer behavior, trust, risk, feedback, cross-border

Vanessa BRACAMONTE, SOKENDAI (The Graduate University for Advanced Studies)
Hitoshi OKADA, National Institute of Informatics

Abstract
An experimental study was conducted among Japanese consumers in order to investigate theeffects of nationality information in feedback on trust towards a foreign online store. Threeexperimental conditions were created: (1) feedback from Japanese users, (2) feedback from Thai
users and (3) a control condition of no feedback. We hypothesized that showing feedback fromJapanese users would result in the highest level of trust, and that an increase in trust would thenresult in lower perceived risk, and higher perceived usefulness and intention of use of the website.
A survey was conducted in Japan, obtaining a total of 915 participants who were randomly
assigned into three groups corresponding to the experimental conditions. Structural equation
modeling was used in order to analyze the proposed hypotheses within a model of consumer
behavior. The results indicate that showing feedback from Japanese users resulted in higher trust
than showing feedback from Thai users or showing no feedback. However, feedback from Thai
users did not result in an improvement of trust when compared with no feedback shown.

1

Impact of Nationality Information in Feedback on Trust in a Foreign Online Store

BRACAMONTE et al

which has been implemented widely in online

1. Introduction

stores. According to the Nielsen Global Trust in
Online shopping is no longer an uncommon

Advertising and Brand Messages report (2012),

activity for consumers. According to the Nielsen

consumers all over the world trust the opinions

Global Trends in Online Shopping report (2010),

of other online consumers and the opinions of

only 13％ of respondents in Asia Pacific indicatedpeople they know. Showing feedback on thethat they had never shopped online, and in Japan,

website allows consumers to have access to these

80％ of online consumers had plans to make an

opinions and the information they contain.

online purchase in the near future. Although

However, trust and feedback mechanisms haveadoption of online shopping continues to improve,

most often been studied in domestic electronic

for the most part this is the case for domestic

commerce, and the unique characteristics of aonline shopping only. Cross-border electronic

cross-bordercommerce, which is shopping online in storesconsidered.

context

have

seldombeen

located outside the consumer’s country, presents

The aim of our study is to contribute to theadditional challenges and has not improved at astudy of trust-building mechanisms in a cross-comparable rate. One of the main reasons for thisborder context. Based on the findings thatis uncertainty in the consumers (Consumer

feedback

Affairs Agency of Japan, 2011). Consumers

characteristic with the consumer has a positive

perceive higher barriers and risks in cross-influence (Williams, 2001), we hypothesize thatborder online shopping compared to domestic

sharing the same nationality characteristic with

online shopping (Commission of the European

the users giving feedback will have a stronger

Communities, 2009). Therefore, in order toeffect on trust. That is, that indicating theimprove consumer adoption, it is critical tonationality of the users giving feedback on theincrease the consumer’s trust in foreign online

website should act to help the perception of

stores.

trustworthiness of the website in the case where

from

users

who

share

some

Trust in an online store continues to be an

the nationality is the same as the consumer’s,

important issue for research in consumer

through a group membership effect. We

acceptance of electronic commerce (Corritore etinvestigate this effect by using an experimentalal., 2003; Grabner-Kräuter & Kaluscha, 2003;

design, manipulating the nationality information

Gefen et al., 2008; Karimov et al., 2011). Trust hasin the feedback shown in the website. Thea major role in improving online shopping, asconditions

higher trust results in higher intention of use

Japanese users, feedback from Thailand users, or(McKnight et al., 2002; Gefen et al., 2003; Pavlou,

no feedback at all as a control condition.

consideredarefeedbackfrom2003). As a consequence, studies in this area

The results confirm that feedback fromhave investigated the different antecedents ofJapanese users has a stronger effect on trust thantrust and potential ways of improving the

feedback from Thai users and no feedback,perception of trustworthiness of websites. User-

though showing Thai feedback was not different

generated feedback is one of the mechanisms

from showing no feedback. These findings

used in order to build trust (Dellarocas, 2003),

provide evidence of a possible way to improve2

Journal of Socio-Informatics Vol. 8 No. 1 Feb. 2016

trust in foreign online stores and highlight the

judgment (Forman et al., 2008).

importance of identifying the unique characteristics

Nationality,of cross-border electronic commerce.

especiallyinacross-bordercontext, is a salient characteristic that can beused to make a logical association of users. Users

2. Theoretical Frameworkof the same country can form a group based onnationality, and this information can similarly

While there are different understandings ofdifferentiate foreign users as being outside of thetrust throughout the literature (Wang & Emurian,group. Nationality information in user’s feedback2005), the definition used for this study considers

would then give the consumer a clear indication

trust as the belief that the vendor will act in aoffavorable way towards the consumer (Gefen,

membership or not. The information of positive

2000; Pavlou, 2003). This belief is frequently

feedback by members of the same nationality

characterized as multidimensional and composedgroup would result in a higher perception ofof (1) benevolence, the belief that the vendor willtrustworthiness of the foreign online store when

act in the consumer’s best interest; (2) integrity,

compared with feedback from foreign users.

the belief that the vendor will keep its

Additionally, the positive effect of feedback oncommitments; and (3) competence, the belief

trust would be present even when the feedback isthat the vendor will be able to perform their task

from members of another group, when comparedcorrectly (McKnight et al., 2002; Gefen, 2002).

with a situation where no feedback was shown in

Trust in a website can be positively influenced by

the website.

whether

they

share

the

same

group

feedback (Ba & Pavlou, 2002; Dellarocas, 2003;

Hypothesis 1a: Feedback from Japanese users

Kwahk & Ge, 2012). It has long been establishedresults in higher trust than feedback from Thaithat buyers make their evaluations based on theusers and no feedback

opinions of others (Burnkrant & Cousineau,

Hypothesis 1b: Feedback from Thai users

1975) and feedback mechanisms can help

results in higher trust than no feedback

consumers obtain that information.
The influence of feedback is greater when the

Risk is defined as the uncertainty perceived byusers giving feedback share some similarities orthe consumer when considering the possible

can be grouped along some dimension with thenegative

consumer (Williams, 2001), because group(Dowling & Staelin, 1994; Featherman & Pavlou,

situations increase social influence (Deutsch &2003). Because of the characteristics of online

Gerard, 1955). This effect is even present acrossshopping,

cultures. Yuki et al. (2005) found that both USA

uncertainty and different consequences for theand Japanese respondents indicated higher trust

consumer. Risk has a number of facets,

when the users shared the same groupcorresponding to the consequences of using

membership than when they didn’t. In addition toonline services (Featherman & Pavlou, 2003): (1)the content of the feedback, information about

performance, related to the functional aspect; (2)the characteristics of the user giving the feedback

financial, related to the monetary risk (3)can also have an effect on the consumer’ssecurity, related to the risk of private information
3

consequences

there

are

of

their

different

behavior

sourcesofImpact of Nationality Information in Feedback on Trust in a Foreign Online Store

BRACAMONTE et alloss; (4) time, related to the waste of time; (5)(1989), indicates that perceived usefulness along

psychological, related to a negative psychologicalwith perceived ease of use are the most relevant

effect on the users well-being; and (6) social risk,

factors that affect user behavior towards a

related to the loss of standing among a social

technology artifact. Because of the existence of agroup. These facets can be more parsimoniously

risk component in the case of electronic commerce,

categorized into two groups according to the typeextensions of the original TAM model whichof consequence: material risk (performance,

include the relationship between trust and TAM

financial, security) and psychological risk (time,

factors have been investigated (Benbasat &psychological and social).

Barki, 2007).

Perceived risk becomes a high barrier that

If a vendor cannot be trusted to fulfill theirmust be overcome to some extent, in order for

promise to the consumer, that is, if the vendor isthe consumer to use an online store. Trustnot trustworthy, then the online store is not

becomes important in such risky situations

useful to the consumer because they would not(Mayer et al., 1995), and it helps lessen the

be able to obtain the desired product or service

perception of risk associated with the vendor by(Gefen et al., 2003). Thus, the perceived

considering

trustworthy

usefulness of the online store would increasecharacteristics (Pavlou, 2003). Perceived risk

with higher trust in the website. While ease of

reduces the consumer’s perception of having

use is an important consideration for websites

control over the results of their shopping(King & He, 2006), its effect on intention of use isbehavior, and therefore has a direct negative

relatively lower than the effects of perceived

effect on the intention of use of the online store

usefulness or trust (Pavlou, 2003; Gefen et al.

(Jarvenpaa et al., 1999; Pavlou, 2003). Trust also2003). Therefore, because of the experimental

has a direct effect on intention of use (McKnight

design of this investigation and in the interest of

et al. 2002), as the characteristics of trustworthinessparsimony, perceived ease of use is not includedof the vendor induce the consumer to perceivein the study.

theirpositiveorthat a transaction would result in a positive

In addition, following the relationship proposed

outcome.

by TAM, the more useful an online store is

Hypothesis 2: Higher trust will result in lower

perceived to be, the more the consumer will use

perceived risk of the foreign online storeit (Gefen et al. 2003).

Hypothesis 3: Higher risk will result in lower
intention of use of the foreign online store
Hypothesis 4: Higher trust will results in higher
intention of use of the foreign online store
Perceived usefulness is originally defined as“the degree to which a person believes that using
a particular system would enhance his or her job
performance” (Davis, 1989). The technology
acceptance model (TAM) proposed by Davis

Figure 1
4

Proposed model and hypotheses

Journal of Socio-Informatics Vol. 8 No. 1 Feb. 2016

Hypothesis 5: Higher trust will result in higher

correspond to each condition. The content of theperceived usefulness

mock up websites was written in Japanese. The

Hypothesis 6: Higher perceived usefulness will

design and content were identical for all versions,

result in higher intention of use

with the exception of the feedback information

The research model is presented in Figure 1.

included for each condition as was described.
The feedback shown in the website was a

3. Methodology

simplepositive

non-textual

feedback,

theequivalent of a “like” to the website in the manner

3.1. Participantsof social network sites (SNS) such as Facebook.

Japanese online consumers were the target of

In the conditions where the feedback was shown,

the survey, which was conducted in Japan. The

the information included was a list of the people

participants were gathered through a Japanese

who had “liked” the website, along with their

online survey company, which sent out annames and profile pictures. SNS-type feedback

invitation for participation to their registered

was used in the experiment because of themembers. First, a preliminary selection survey

simplicity of presentation, which allowed a basic

was conducted among the members who

positive feedback without the need of text or

responded, which included questions about

rating-based information. The feedback from theonline shopping frequency, credit card ownershipusers had no other textual content besides theand demographic information. Participants who

names.

had shopped online at least once in 6 months,

The nationality information was indicatedowned a credit card and were 21 years old or

through the names of the users giving feedback.

older

Japanese names were written in Chinese

wereselected

to

take

the

main

questionnaire.

characters (kanji) and Thai names were written
in Thai script and Latin alphabet. The names

3.2. Experimental design

were reviewed for naturalness by a native

Three conditions were defined in order toJapanese person and a native Thai person.

examine the differences caused by nationality

Thailand was chosen as the foreign country for

information in feedback: (1) Japanese feedbackthecondition (JPF), where the majority of users

geographical closeness and for being one of thegiving feedback were identified as Japanese; (2)top tourism destinations for Japanese people,

Thai feedback condition (THF), where thewhich would help make the scenario more

majority of users were identified as Thai and (3)plausible.

experimentbecauseof

its

relative

No feedback condition (NF), where no feedback

3.3. Survey and measuresinformation was shown in the website. The NF
condition was chosen as the control, as any otherThe selected participants were randomly

feedback information would imply the nationality

assigned into one of the three experimentalof the user.

conditions, and asked to view the corresponding

Three versions of a mock up website, amock up website for their condition (NF, THF or

fictitious Thai online store, were developed toJPF) and then answer questions about their
5Impact of Nationality Information in Feedback on Trust in a Foreign Online Store

perception of the website.

Table 1

BRACAMONTE et al

Sample summary

The questionnaire included items adaptedfrom previous studies: (1) intention of use (Gefen,
2000; Gefen et al., 2003); (2) perceived usefulness(Koufaris, 2002); (3) trust (McKnight et al.,2002); and (4) risk (Featherman & Pavlou, 2003)(see Appendix). All items were measured on a
five-point Likert scale from “strongly disagree” to“strongly agree”, with the exception of risk items
which ranged from “very high” to “very low”.
The items were translated to Japanese by a native
Japanese speaker and their content was thenreviewed by a second Japanese speaker.

4. Analysis and Results
4.1. Sample
The survey obtained a total of 915 responses:
311 for the NF condition, 303 for the THF

4.2. Measurement model

condition and 301 for the JPF condition. The
characteristics of the sample are summarized in

Confirmatory factor analysis (CFA) was

Table 1. There were no statistically significant

conducted, using Amos v18 with a maximum

differences in the mean or distribution of

likelihood estimation, in order to validate thedemographic variables (age and sex) andmeasurement structure of the model. The first-

frequency of online use between the conditions,order measurement model was validated first,

indicating that the random assignment was

followed by the second-order measurement

successful.

model, following Brown’s (2006) guidelines for

No deviations from normality were found on

models with second-order latent variables. The

any variables according to the analysis of the Q-Q

criteria used for determining a good model fit

plots, and values for skewness indices (SI) andwas the following: the root mean square error of

kurtosis indices (KI) were within the acceptableapproximation (RMSEA) should be lower thanlimits of SI<3.0 and KI<10 (Kline, 2011).

0.06 (p>0.05), the standardized root mean squareMultivariate outliers were identified using theresidual (SRMR) should be lower than 0.08, andMahalanobis

andthe comparative fit index (CFI) and the Tucker-

removed, leaving 900 valid cases. There were no

Lewis index (TLI) should be higher than 0.95

missing data. Data validation analyzes were

(Brown, 2006). Because of the large sample size,

performed using SPSS v18 and Amos v18.

a normed chi-square (χ2/df) between 3.0 and 5.0

distancemeasure(D2)

was considered acceptable (Taylor & Todd, 1995;
Hooper et al., 2008).
6

Journal of Socio-Informatics Vol. 8 No. 1 Feb. 2016

Table 2and psychological risk factors. The second-order

Measurement model

model also showed good fit (χ2(78)=276.2(p=0.0),χ2/df=3.54,

RMSEA=0.05(p=0.21),

SRMR=0.03, CFI=0.97, TLI=0.98). Standardized
factor loadings for the first and second-order
latent variables are shown in Table 2.
Reliability

andvalidity

analyzes

wereconducted. To confirm construct reliability, theCronbach’s alpha and composite reliability values
for the factor should be higher than 0.7, and to
confirm convergent validity, the average varianceextracted (AVE) of the factor should be higher
than 0.5. As can be seen in Table 2, all factors
showed good construct reliability and convergent
validity. Discriminant validity was verified bycomparing the square root of the AVE of a factor
to the absolute value of the correlations with allother factors (Gefen et al., 2000). For all factors,
the square root of the AVE was higher than thea Cronbach’s alphacorrelations, indicating appropriate discriminant
validity.

The results showed high correlation (higher

4.3. Structural Modelthan 0.90) between the trust dimensions. In initial
trust scenarios, such as the one in this study,

Structural Equation Modeling analysis wasusers lack enough experience to differentiate

conducted to test the proposed model, using

between the trust dimensions (McKnight &Amos v18 with a maximum likelihood function.

Chervany, 2001) so instead we modeled trust as a

Two dummy variables were used in order tosingle construct (Gefen et al., 2003). All items

represent the three experimental conditions in

had a standardized loading higher than 0.7 but

the structural model (MacCallum & Austin,

the model did not return a good fit. After

2000). The variables were named after theinspecting

andconditions they represented: JPF and NF. The

identifying the sources of strain, the model was

Thai feedback condition (THF) was used as there-specified by removing items and addingreference, and therefore not included.

themodification

indices

residual covariances. The re-specified model

The structural model specified according toshowed a good fit (χ2(76)=248.73 (p=0.0), χ2/

the hypothesized model showed a good fit

df=3.27, RMSEA=0.05 (p=0.46), SRMR=0.027,(χ2(107)=296.78 (p=0.0), χ2/df=2.77, RMSEA=

CFI=0.98, TLI=0.98). A CFA was then conducted

0.04 (p=0.93), SRMR=0.03, CFI=0.98, TLI=0.98).

on the model with the second-order latentThevariable of risk, composed of the material risk

represented in Figure 2. The results show that all
7

standardized

pathcoefficientsareImpact of Nationality Information in Feedback on Trust in a Foreign Online Store

BRACAMONTE et alin the website. This result corroborates thefindings that similarity with the users giving
feedback can have a positive effect on the
consumer (Williams, 2001; Forman et al., 2008);
in this study, the similarity was indicated with thecharacteristic of nationality. Surprisingly, thestandardized path coefficient corresponding to
the effect on trust for the Japanese feedback was

Figure 2rather low. This may be due to the fact that onlyStandardized path coefficients

very simple positive information was provided by

Table 3the feedback, as it didn’t include a rating system

Results

or a review.
The results also confirmed the relationshipbetween trust and the other factors in the model.
Trust had a lowering effect on perceived risk,
and improved the perception of usefulness andthe intention of use of the website. The
standardized path coefficients show that, for thiscross-border context, the absolute effect of trust
on risk and perceived usefulness was more orless equal, with a lower direct effect on intentionof use partially mediated by the other two
variables. The standardized path coefficients forthe effect of risk and perceived usefulness on
intention of use were similar, and they werestronger than the direct trust effect. These
results are in line with previous studies on the
direct effect of trust (McKnight et al. 2002; Gefen
et al., 2003; Pavlou, 2003) and add to the work ofhypotheses of the model were confirmed with

Jarvenpaa et al. (1999) to validate trust effects inthe exception of H1b (Table 3).

a cross-border context.
There was only one hypothesis which was not

5. Discussion

confirmed by this study: feedback from Thai
users did not have a stronger effect on trust thanThe most important result of this investigation,

showing no feedback in the website. That is,corresponding to our main hypothesis, was that

there were no differences found in the effect on

feedback from Japanese users resulted in higher

trust between these two experimental conditions.

trust towards the foreign online stores thanThis is a surprising result that contradicts

showing Thai feedback or showing no feedback

previous studies, which indicate that positive8

Journal of Socio-Informatics Vol. 8 No. 1 Feb. 2016

feedback improves trust in the website (Ba &effect on consumer evaluation (Magnusson et al.,

Pavlou, 2002; Dellarocas, 2003; Kwahk & Ge,2011).

2012).

Fourth, the scope of this model was limited

One possible explanation for this result is thatand did not consider other factors, such as

the cross-border context and the use of a foreign

perceived ease of use, or the effect of refund

online store in the experiment resulted in greater

policies or sales tax, for example. This was done

uncertainty about the trustworthiness of thein the interests of parsimony and to retain thevendor, and so the presence of feedback alone

focus on the experimental manipulation, but thewas not enough to increase trust. Anotherpossible impact is that there may be some bias inpossibility is that whatever positive effectthe estimated effects. Future research should

feedback has on trust is being negated byvalidate the results with additional factors.

dissimilarity effects. The implications of these

6. Conclusion

results are that websites should consider
carefully how to show nationality information inThis study examined the effect of nationality

the case of a different nationality from theinformation in feedback on trust and subsequently

consumer.
There are some limitations to this study. First,

on risk, perceived usefulness and intention of

by using an online survey company the survey

use, in a model of consumer behavior in a cross-obtained responses from a pre-existing group of

borderusers, which limits the generalization of theinvestigated the difference in impact between

results on the population.

three different conditions: Japanese feedback,electroniccommerce

context.

We

Thai feedback and a control condition of no

Second, we used a mock-up website for the

feedback.

experiment instead of a fully functional, real
online store. This limits the realism of the study,

The results showed that feedback from users

as the respondents were not able to get aof the same nationality as the consumer results incomplete impression of the website. However,higher trust than feedback from foreign users.

this design was selected to allow for a flexible

And that feedback from foreign users did not

manipulation of the experimental conditions,improve trust in a foreign online store even whenalong with the content of website, and avoid any

compared to showing no feedback at all in theexternal reputation effects.

website. The results of this study indicate that

Third, in this study the nationality was

nationality information in feedback can help

indicated by the user name. While it is possible

increase consumers’ trust in the website, throughfor a Japanese native to identify Japanese or Thaithe perception of a similar group membership.

names, in other cases nationality information

These findings have some implications for the

may not be as easily identified from names, ordesign of foreign online stores. For example,

they may not necessarily indicate the actual

vendors could identify the nationality of thenationality of the user. Still, the consumer uses

consumer and use that information to show

the information as they perceive it, so even an

feedback from consumers of that same country,

incorrect perception of country can have an

prioritizing it over feedback from users of other9Impact of Nationality Information in Feedback on Trust in a Foreign Online Store

countries and clearly indicating the nationality. It

BRACAMONTE et alStudies, 58(6), 737-758.

may be useful for international online stores toDavis, F. D. (1989). Perceived Usefulness, Perceived

consider showing feedback differentiated by

Ease of Use, and User Acceptance of Information

country when that information is available.

Technology. MIS Quarterly, 13(3), 319-340.

Future studies should consider nationality

Deutsch, M., & Gerard, H. B. (1955). A study ofeffects in combination with more complex

normative and informational social influences

feedback content, such as positive or negative

upon individual judgement. The Journal ofreviews. The model could also be validated using

Abnormal and Social Psychology, 51(3), 629-636.

other countries, to compare the results obtained.

Dowling, G. R., & Staelin, R. (1994). A Model ofIn addition, a third nationality could be added toPerceived Risk and Intended Risk-Handlingthe analysis, in order to test country-of-origin

Activity. Journal of Consumer Research, 21(1), 119-effects by comparing the impact of feedback from134.

two different foreign user groups. In a more

Featherman, M. S., & Pavlou, P. A. (2003). Predicting

general sense, future studies in a cross-bordere-services adoption: a perceived risk facets

context should endeavor to identify other factors

perspective. International Journal of Human-that uniquely affect consumers in cross-border

Computer Studies, 59(4), 451-474.

electronic commerce, such as the perception ofForman, C., Ghose, A., & Wiesenfeld, B. (2008).

the foreign country, logistical challenges or

Examining the Relationship Between Reviews andsecurity concerns.

Sales: The Role of Reviewer Identity Disclosure inElectronic Markets. Information Systems Research,

7. References

19(3), 291-313.
Gefen, D. (2000). E-commerce: the role of familiarity

Ba, S., & Pavlou, P. A. (2002). Evidence of the Effectand trust. Omega, 28(6), 725-737.

of Trust Building Technology in Electronic

Gefen, D. (2002). Reflections on the Dimensions ofMarkets: Price Premiums and Buyer Behavior.

Trust

MIS Quartely, 26(3), 243-268.

andTrustworthiness

among

OnlineConsumers. SIGMIS Database., 33(3), 38-53.

Brown, T. A. (2006). Confirmatory Factor Analysis for

Gefen, D., Karahanna, E., & Straub, D. W. (2003).

Applied Research. New York, NY: Guilford Press.

Trust and TAM in Online Shopping: An Integrated

Burnkrant,

R. E.,&

Cousineau, A.

(1975).

Model. MIS Quartely, 27(1), 51-90.

Informational and Normative Social Influence inGefen, D., Straub, D. W., & Boudreau, M.-C. (2000).

Buyer Behavior. Journal of Consumer Research,

Structural equation modeling and regression:

2(3), 206-215.

Guidelines for research practice. Communications

Commission of the European Communities. (2009).

of the Association for Information Systems, 4(7),1-78.

Report on cross-border e-commerce in the EU.
Consumer Affairs Agency of Japan. (2011). Ekkyō

Grabner-Kräuter, S., & Kaluscha, E. A. (2003).
Empirical research in on-line trust: a review andtorihiki ni kansuru chōsa no gaiyō ni tsuite.
Corritore, C. L., Kracher, B., & Wiedenbeck, S.

critical assessment. International Journal of(2003). On-line trust: concepts, evolving themes, a

Human-Computer Studies, 58(6), 783-812.

model. International Journal of Human-Computer

Hooper, D., Coughlan, J., & Mullen, M. R. (2008).

10

Journal of Socio-Informatics Vol. 8 No. 1 Feb. 2016
Structural Equation Modelling: Guidelines forCommerce, 6(2), 35-59.

Determining Model Fit. Electronic Journal of

McKnight, D. H., Choudhury, V., & Kacmar, C.

Business Research Methods, 6(1), 53-60.

(2002). Developing and Validating Trust Measures

Jarvenpaa, S. L., Tractinsky, N., & Saarinen, L. (1999).

for

e-Commerce:

An

Integrative

Typology.

Consumer Trust in an Internet Store: A Cross-

Information Systems Research, 13(3), 334-359.

Cultural Validation. Journal of Computer MediatedNielsen. (2010). Global Trends in Online Shopping: A

Communication, 5(2), 1-35.

Nielsen Global Consumer Report.

Karimov, F. P., Brengman, M., & Van Hove, L. (2011).

Nielsen. (2012). Global Trust in Advertising and

The Effect of Website Design Dimensions on

Brand Messages.

Initial Trust: A Synthesis of the Empirical
Literature.

Journalof

Electronic

Pavlou, P. A. (2003). Consumer Acceptance ofElectronic Commerce: Integrating Trust and Risk

Commerce

Research, 12(4), 272-301.

with

King, W. R., & He, J. (2006). A meta-analysis of thetheTechnology

Acceptance

Model.

International Journal of Electronic Commerce,

technology acceptance model. Information &7(3), 69-103.

Management, 43(6), 740-755.

Taylor, S., & Todd, P. A. (1995). Understanding

Kline, R. B. (2011). Principles and practice of structural

Information Technology Usage: A Test ofequation modeling (3rd ed.). New York, NY:

Competing Models. Information Systems Research,

Guilford Press.

6(2), 144-176.

Koufaris, M. (2002). Applying the Technology

Wang, Y. D., & Emurian, H. H. (2005). An overview ofAcceptance Model and Flow Theory to Online

online trust: Concepts, elements, and implications.

ConsumerComputers in Human Behavior, 21(1), 105-125.

Behavior.

Information

Systems

Research, 13(2), 205-223.

Williams, M. (2001). In Whom We Trust: GroupKwahk, K.-Y., & Ge, X. (2012). The Effects of Social

Membership as an Affective Context for TrustMedia on E-Commerce: A Perspective of Social

Development. The Academy of Management

Impact Theory. In 45th Hawaii International

Review, 26(3), 377-396.

Conference on System Sciences (pp. 1814-1823).

Yuki, M., Maddux, W. W., Brewer, M. B., & Takemura,

Magnusson, P., Westjohn, S. A., & Zdravkovic, S.

K.

(2005).

Cross-Cultural

Differencesin(2011). “What? I thought Samsung was Japanese”:

Relationship- and Group-Based Trust. Personality

accurate or not, perceived country of origin

and Social Psychology Bulletin, 31(1), 48-62.

matters. International Marketing Review, 28(5),8. Appendix (Measurement items)

454-472.
Mayer, R. C., Davis, J. H., & Schoorman, David, F.
(1995). An Integrative Model of Organizational

Intention of Use (Gefen, 2000; Gefen et al., 2003)

Trust. The Academy of Managemente Review,

I1 Given the chance, I would provide this online

20(3), 709-734.

store with the information necessary to make apurchase.

Mcknight, D. H., & Chervany, N. L. (2001). What
Trust

Means

in

E-Commerce

I2 Given the chance, I would use my credit card

Customerto shop from this online store.

Relationships: An Interdisciplinary Conceptual
Typology. International Journal of Electronic

11

Impact of Nationality Information in Feedback on Trust in a Foreign Online Store

BRACAMONTE et al

Perceived usefulness (Koufaris, 2002)

selling products online.

U1 Using this online store would improve myT9 This online store performs its role of selling

performance in my shopping.

products online very well.

U2 Using this online store in my shopping would

T10 Overall, this online store is a capable andincrease my productivity.

proficient online store.

U3 Using this online store would enhance my

T11 In general, this online store is very

effectiveness in my shopping.

knowledgeable about shopping online.

U4 I would find this online store to be useful in
my shopping.

Risk (Featherman & Pavlou, 2003)
R1 The possibility that the products delivered by

Trust (McKnight et al., 2002)

this online store may fail to meet my expectations

T1 I believe that this online store would act in myis:best interest.

R2 The possibility that I stand to lose money if I

T2 If I required help, this online store would do

use this online store is:its best to help me.

R3 The possibility that using this online store will

T3 I believe that this online store would act in mycause me to lose control over the privacy of mybest interest.

payment information:

T4 This online store is truthful in its dealings

R4 The possibility of losing or wasting time bywith me.

using this online store is:

T5 I can trust this online store site to process andR5 The possibility that using this online store will

deliver my shopping correctly.

cause me frustration is:

T6 This online store would keep its commitments.

R6 The possibility that using this online store will

T7 This online store is sincere and genuine.

cause people I know to think less highly of me is:

T8 This online store is competent and effective in12