investigate the effect of cultural factors on building trust in e-commerce in knowledge-based SMEs

Subject Areas : Marketing

Seyed Rasoul  Hoseini ¹ (Ph.D. Student of Business Management, Department of Management, Torbat-e-Heydarieh Branch, Islamic Azad University, Torbat-e-Heydarieh, Iran)
Ammar  Moghaddas Shargh ² (Department of Management, Faculty of Humanities, Science and Research Branch, Tehran-Khorasan Razavi, Islamic Azad University, Neishabour, Iran.)
Mahdi  Ghaforifard ³ (Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran)
Ehsan  Mohammadi Bajgiran ⁴ (Department of Management, Faculty of Humanities, Torbat Heydarieh Branch, Islamic Azad University, Torbat Heydarieh, Iran)

Received: 2022-08-14 Accepted : 2023-02-26 Published : 2023-05-22

Keywords: Trust In E-Commerce, Small and Medium Enterprises, Cultural Factors, structural equations, knowledge-based companies,

Abstract :

The purpose of this study is to investigate the effect of cultural factors on creating trust in e-commerce in small and medium knowledge-based companies located in Tehran Science and Technology Park. This research is applied in terms of purpose in terms of descriptive-survey method. The statistical population of this study is all managers and employees of knowledge-based companies located in Tehran Science and Technology Park. The statistical population of this study includes about 700 people. In this study, 248 employees and managers participated in this study using non-randomly available methods as a statistical sample. In this study, Structural Equation Modeling was used to analyze and test the hypotheses. The results showed that collectivism, avoidance of uncertainty and long-term approach do not have a significant effect on trust in business in small and medium-sized knowledge-based companies. The power gap has a negative effect on e-commerce trust in small and medium-sized knowledge-based companies, and masculinity has a positive effect on e-commerce trust in these companies. It was also found that trust in e-commerce has a positive effect on empowerment, cohesion and benevolence in small and medium-sized knowledge-based companies. Therefore, in order to achieve e-trust, it is recommended that the top level managers of these institutions make decisions in consultation with downstream people and regularly seek the opinion of downstream people in their decisions and have constructive interactions with them.