2014
DOI: 10.1371/journal.pone.0098297 View full text |Buy / Rent full text
Has correction 2014-8-25
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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… Show more

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