Consumer Attitude Towards Computer Mediated Communication-A Cross-Cultural Study

摘要

Past research suggests that compared to face-to-face (FFC) contact, computer-mediated communication (CMC) is less effective in building trust. Yet there has been little research of cultural differences regarding the role of FFC and CMC in building trust. A study between Chinese and Australian subjects found that eastern cultures (featured by China) and western cultures (featured by Australia) differed significantly on their perceptions of the effect of communication richness towards FFC and CMC on trust building. The Chinese subjects believe more strongly that FFC's advantage of providing rich information has a significant effect on trust building. This paper closes with implications on e-commerce and future research.