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Consumer Trust in E-Commerce Platforms: A Cross-Cultural Analysis of Markets using Structural Equation Modeling
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Abstract
En 中文
Trust serves as the most essential non-physical asset which determines e-commerce platform success yet its development process across various cultural settings remains unstudied. The research compared three markets of Uzbekistan and Turkey and Malaysia to identify consumer trust factors which affect e-commerce platforms through multi-group structural equation modeling. The research study included as study participants consumers from three countries who had completed Successful purchases on e-commerce sites. Research used a structured questionnaire to collect data from 1,241 participants who included 412 people from Uzbekistan and 426 people from Turkey and 403 people from Malaysia. The research results demonstrated that all three countries validated the four-dimensional trust model which includes institutional trust seller trust and trust based on others' experience and platform design. The weight of these dimensions varies significantly across countries. In Uzbekistan trust based on others' experiences serves as the strongest trust predictor with a coefficient of 0.41. The trust based on platform design (0.38) and seller characteristics (0.36) function as the primary trust factors in Turkey. In Malaysia users trust platform design (0.42) and institutional trust (0.34) as their main trust sources. The test of measurement invariance confirmed the configuration and metric together with relative scalar invariance maintained their status as invariant measurement elements. Cultural values that individuals hold as their personal beliefs created a major impact on the study while collectivism increased the strength of trust relationships which people formed through their personal experiences with others. All three countries exhibited a strong relationship between trust and repurchase intention which directly linked to e-loyalty. The study shows that trust exists as a universal concept but its development occurs through culturally specific paths which require e-commerce businesses to use localized trust-building methods that match the cultural traits and market development stage of each target market. Platforms that operate in Uzbekistan should implement user feedback systems and electronic word-of-mouth marketing and local influencer partnerships because these strategies provide the most effective way to build consumer trust
Keywords:
Consumer Trust
E-Commerce
Cross-Cultural Comparative Analysis
Structural Equation Modeling
Uzbekistan
Turkey
Malaysia
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