E‐readiness and trust: macro and micro dualities for e‐commerce in a global environment

Abstract

and is the author of five books and over 50 research articles. Her research is focused on how trust, satisfaction, and loyalty are built in online business environments through website design. Career and research information are at www.diannecyr.com and www.eloyalty.ca Colin Campbell is currently pursuing his PhD at Simon Fraser University. He is interested in electronic commerce, branding, and new product development.2 e-Readiness and Trust: Macro and Micro Dualities for E-Commerce in a Global Environment Research Paper PurposeTo create a framework for national readiness and receptivity to e-commerce at both the business to business as well as business to consumer levels. Design/methodology/approachRelevant literature on e-readiness is discussed in light of research on corruption and national values. A model is formulated at the macro level in which e-readiness is predicted to be related to national culture values and corruption. Analysis at the micro level rests on existing literature related to trust and website usability. FindingsAt the macro level of analysis, levels of perceived corruption within a country, and overarching national values are identified as significant contributors to e-readiness especially in the business to business realm. At a more micro level, we propose that individual expectations regarding ability to trust an online vendor, and the suitability of usability characteristics of website design contribute to e-readiness at the business to consumer level. Taken together, macro and macro factors jointly contribute to a nation's readiness and receptivity to e-commerce. Research limitations/implicationsThe empirical work presented is based on aggregate level data from only one point in time. Results only provide generalized trends that may not be representative of all firms in a country or still applicable in the present time. Practical implicationsPractitioners are challenged to think beyond technological readiness and address factors such as corruption, national culture, and web design before entering new markets. Originality/valueThis paper identifies aspects of e-readiness beyond purely technical infrastructure and provides a fresh empirical model. This study uniquely considers both micro and macro level characteristics that contribute to e-readiness.Keywords: e-readiness, corruption, national culture, trust, website interface 3 INTRODUCTIONThe role of electronic networks has grown exponentially in recent years (Economist 2006). Trans-national exchanges have emerged including public exchanges such as Covisint (www.covisint.com), or closed and private exchanges such as those run by Wal-Mart and Dell.The result is a plethora of electronically managed trans-national supply chains (Brass, 2006). Despite this, research into macro level or trans-national aspects of e-commerce has received little attention. Exceptions are the works of Samiee (1998), Avlonitis and Karayanni (2000), Porter (2001) and Karavdic and Gregory (2005). There has been some exploration into technical issues such as trans...

The role of security notices and online consumer behaviour: An empirical study of social networking users

“…For instance, past research reveals that security notices enhance trust towards the online vendor (Berthon et al, 2008;Chen and Barnes, 2007;Chang and Chen, 2009;Van Greunen et al, 2010;Kim et al, 2010) and increase online purchase intention (Delafrooz et al, 2011;Peikari, 2010). It is unclear whether users pay attention to security notices that might not be obvious at a cursory glance (e.g.…”

Factors Influencing Growth Potential of E-Commerce in Emerging Economies: An Institution-Based N-OLI Framework and Research Propositions

“…Specifically, the dimension of individualism‐collectivism influences IT adoption in that solitary applications such as online shopping may not be acceptable in collectivist cultures while online community building sites may be (Zhou, Dai, & Zhang, ). Cultures that are marked with traditional and survival values as opposed to secular‐rational and self‐expression values are less ready for e‐commerce adoption (Berthon, Pitt, Cyr, & Campbell, ). From a network theory perspective, the strength of ties in a network has a strong tendency toward transitivity and is therefore structured (Granovetter, ).…”

It is emergent: five propositions on the relationship between creative consumers and technology

“…The socially and geographically distant ends of global supply chains are frontier economies where externalising is easier because the externalised costs such as those placed on workers through low wages, unsafe conditions, and unfair practices are shaded from view. In addressing the important issue of sustainable development and fair globalisation a number of authors (e.g., Berthon et al, 2008aBerthon et al, , 2008b have focused attention on the impact that connectivity has on labour in the global supply chain. Drawing upon a number of large international surveys there is strong evidence for a relationship between a nation's subjective values with national-level, objective measures of connectivity and labour equity, as well as an interesting link between connectivity, cultural values and the equity of a nation's workforce.…”