Abstract
The study examines, in an experimental investigation, the online consumer trust in retailer familiarity and dynamic pricing between different cultural contexts. Subjects from the United States and Japan will participate in a between-subjects experimental survey. The results will explain how cultures influence the perception of online trust and purchase intention.
Cite
CITATION STYLE
Chung, C. (2015). Online Communication Trust and Cultural Variables: The Comparison of American and Japanese Online Consumer Trust in Dynamic Pricing. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 236–240). Springer Nature. https://doi.org/10.1007/978-3-319-11761-4_110
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