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...