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As an experimental investigation, this study examines
how retailer familiarity and dynamic pricing affect
American and Japanese online consumer trust. The
results show significantly different trust concepts.
Generally, American online consumers have higher
trust concepts and lower risk perceptions than
Japanese online consumers do in online transactions.
When a familiar online retailer offers dynamic
pricing, American consumers have higher online
shopping trust and increased purchase intention,
whereas Japanese consumers negatively respond to
dynamic pricing and there is a decrease in online
shopping trust. However, when a less familiar online
retailer offers dynamic pricing, both American and
Japanese online shopping trust scores were decreased.
Interestingly, American consumers have a lower online
retailer trust in an unfamiliar online retailer s
image than Japanese consumers do. As part of the
mainstream research in the field of online
communication, this study provides substantive
theoretical knowledge on building online consumer
trust, as well as a practical side concerning online
consumer behavior.
A propos de l'auteur
Christina Chung, Ph.D., is an Assistant Professor of Marketing,
Anisfield School of Business, Ramapo College of New Jersey. Dr.
Chung received her Ph.D. from the University of Southern
Mississippi in Hattiesburg, Mississippi. Research interests are
online consumer behavior, IMC, trust and ethics in business
practices, and cross-cultural research.
