PLoS ONE volume 9, issue 6, Pe98297 2014 DOI: 10.1371/journal.pone.0098297 View full text Has correction 2014-08-25
Gary Bente, Thomas Dratsch, Kai Kaspar, Tabea Häßler, Oliver Bungard, Ahmad Al-Issa

Abstract: Reputation systems as well as seller depictions (photos; avatars) have been shown to reduce buyer uncertainty and to foster trust in online trading. With the emergence of globalized e-markets, it remains an urgent question whether these mechanisms, found to be effective for Western cultures, also apply to other cultures. Hypothesizing that members of collectivistic cultures in contrast to those of individualistic cultures would rely more on visual social cues (seller faces) than on factual information (reputat…

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