How consumer acculturation influences interpersonal trust

Abstract

The paper contributes to a growing stream of research on consumer acculturation, examining the influence of acculturation on interpersonal trust in the banking sector. This study develops a conceptual model based on culture-based differences in cognitive and affective trust. The moderating effect of consumer acculturation level on cognitive trust, affective trust, and targets of commitment is considered among Chinese immigrants to New Zealand. Structural equation modelling and multi-group analysis are applied to assess the causal relationships among the model constructs. The paper offers new insights into the service relationships between acculturating consumers and their banking suppliers. The findings show that acculturation level moderates interpersonal trust towards the target of commitment. The implications for researchers and practitioners are explored and recommendations for future research are made.