Love all trust a few : does culture matter with online trust?

Trust is often cited as a precondition for e-commerce transactions and has been an area of interest for researchers; an understanding of how culture impacts on an individual’s perception of trust will allow website managers to better segment their markets and develop appropriate online stimuli to target specific cultures. This empirical study examines if cultural differences play a part in trust online. The paper begins by presenting a literature review of online trust, then presents the methodology and discusses the findings before presenting the conclusions that the use of Hofstede’s Individualist/Collectivist dimension may not be an appropriate tool from which to identify cultural effects on online trust and showing that acculturation may have an impact on attitudes towards online trust and security