This study is unique in that it highlights the cultural similarities and differences in Internet attitudes and behaviors between the US, Spanish-speaking Latin America, and Brazil. The online survey was conducted among 2,681 Internet users including 1,837 from the US and 770 from Latin America and Brazil. Objectives of this study included exploration of online trust and privacy issues in the US and Latin America, identification of the most trusted websites and online security symbols, and e-commerce purchase behavior. Developing trust online requires minimizing risk, including identity risk - the misuse of personal information.
People consider security of their identity as important as the security of their money.
Hackers who steal personal information are considered the biggest threat. Websites are generally thought ineffectual in the face of hackers, but have the potential to boost trust by stressing their use of effective security technologies. Cultural differences require different actions to increase trust, and a global market requires universal symbols of security. Assuring online consumers recourse against privacy breaches will be crucial. Brand will continue to be an important enabler of trust, and for those people making their first foray into the e-commerce environment, recognized symbols such as credit card icons have strong trust value.