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6th International Symposium on Human Aspects of Information Security and Assurance (HAISA 2012)
Title: Towards trust and reputation for e-commerce in collectivist rural Africa
Author(s): Donovan Isherwood, Marijke Coetzee, Jan Harm Petrus Eloff
Keywords: Trust, culture, Africa, e-commerce, security
Abstract: Individualistic cultures that prevail in predominantly developed economies thrive on ecommerce
environments where consumer trust is facilitated through trust mechanisms such as
institutional guarantees, laws and policies, information security mechanisms, and social
controls. These trust mechanisms are based on individualist cultural norms of behaviour and
values, and are not always relevant to collectivist cultures found in predominantly developing
economies such as Africa or South America. The influence of individualist and collectivist
culture on consumer trust is discussed in the context of e-commerce. The research aims at
providing trust properties that can facilitate consumer trust, required for the success of ecommerce,
to rural African environments.
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