Cultural Impact on Trust: A Comparison of Virtual Communities in China, Hong Kong, and Taiwan

Abstract

This study explores the influence of national culture on trust development of virtual community members across China, Hong Kong, and Taiwan. The research extends trust research by employing trust tendency, privacy policy, social presence, stickiness, and word-of-mouth to measure the trust of virtual community members. The quantitative analysis suggests that China, Hong Kong, and Taiwan are three culturally diverse regions and there exists significant differences in individual trust tendency, social presence, stickiness, and word-of-mouth. When testing the relationship between antecedents of trust and trusting belief, the analysis shows that individual trust tendency and social presence relates to trusting belief positively. Furthermore, trusting belief influences trust behavior positively.

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