Abstract
Despite a strong interest in online trust issues, very little has been said so far about the process of trust formation in e-retailing from the perspective of national culture. The purpose of this study is to operationalize a model of trust-building processes with a set of cognitive trust antecedents. The model is then tested by comparing two samples from different power distance and uncertainty avoidance cultures. The results of this study suggest that buyers from low power distance and low uncertainty avoidance cultures tend to form trust more through a transference process, in contrast to their counterparts in high power distance and high uncertainty societies who make more use of a calculative trust formation process. The recognition of these cultural priorities is crucial to a successful e-retailing strategy. (E-Retailing, Consumer Trust, Cognitive Antecedents, Trust Formation Process, Culture, Power Distance, Uncertainty Avoidance)
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