{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,14]],"date-time":"2026-03-14T01:31:19Z","timestamp":1773451879854,"version":"3.50.1"},"reference-count":99,"publisher":"Association for Computing Machinery (ACM)","issue":"1","license":[{"start":{"date-parts":[[2014,4,1]],"date-time":"2014-04-01T00:00:00Z","timestamp":1396310400000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/www.acm.org\/publications\/policies\/copyright_policy#Background"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation of China","doi-asserted-by":"publisher","award":["71229101, 71128002, 71172037"],"award-info":[{"award-number":["71229101, 71128002, 71172037"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["dl.acm.org"],"crossmark-restriction":true},"short-container-title":["ACM Trans. Manage. Inf. Syst."],"published-print":{"date-parts":[[2014,4]]},"abstract":"<jats:p>The success of e-commerce companies in a Confucian cultural context takes more than advanced IT and process design that have proven successful in Western countries. The example of eBay\u2019s failure in China indicates that earning the trust of Chinese consumers is essential to success, yet the process of building that trust requires something different from that in the Western culture. This article attempts to build a theoretical model to explore the relationship between the Confucian culture and online trust. We introduce two new constructs, namely process flexibility and perceived control, as particularly important factors in online trust formation in the Chinese cultural context. A survey was conducted to test the proposed theoretical model. This study offers a new explanation for online trust formation in the Confucian context. The findings of this article can provide guidance for companies hoping to successfully navigate the Chinese online market in the future.<\/jats:p>","DOI":"10.1145\/2576756","type":"journal-article","created":{"date-parts":[[2014,4,23]],"date-time":"2014-04-23T13:52:04Z","timestamp":1398261124000},"page":"1-23","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":16,"title":["Building Online Trust in a Culture of Confucianism"],"prefix":"10.1145","volume":"5","author":[{"given":"Lihua","family":"Huang","sequence":"first","affiliation":[{"name":"Fudan University"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Sulin","family":"Ba","sequence":"additional","affiliation":[{"name":"University of Connecticut"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xianghua","family":"Lu","sequence":"additional","affiliation":[{"name":"Fudan University"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2014,4]]},"reference":[{"key":"e_1_2_1_1_1","doi-asserted-by":"publisher","DOI":"10.1023\/A:1022492210898"},{"key":"e_1_2_1_2_1","doi-asserted-by":"publisher","DOI":"10.1177\/0092070304271004"},{"key":"e_1_2_1_3_1","doi-asserted-by":"publisher","DOI":"10.1037\/0033-2909.103.3.411"},{"key":"e_1_2_1_4_1","doi-asserted-by":"publisher","DOI":"10.1108\/14684520710832342"},{"key":"e_1_2_1_5_1","doi-asserted-by":"publisher","DOI":"10.1037\/h0034845"},{"key":"e_1_2_1_6_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-9236(00)00144-5"},{"key":"e_1_2_1_7_1","doi-asserted-by":"publisher","DOI":"10.3401\/poms.1070.0006"},{"key":"e_1_2_1_8_1","doi-asserted-by":"publisher","DOI":"10.2307\/4132332"},{"key":"e_1_2_1_9_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-9236(02)00074-X"},{"key":"e_1_2_1_10_1","doi-asserted-by":"publisher","DOI":"10.1086\/209301"},{"key":"e_1_2_1_11_1","doi-asserted-by":"publisher","DOI":"10.1108\/01443570610659900"},{"key":"e_1_2_1_12_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.1030.0199"},{"key":"e_1_2_1_13_1","doi-asserted-by":"publisher","DOI":"10.1177\/107179190601200305"},{"key":"e_1_2_1_14_1","volume-title":"The Global Competitiveness of the Asian Firm","author":"Cazal D."},{"key":"e_1_2_1_15_1","doi-asserted-by":"publisher","DOI":"10.1080\/00221309.1995.9921237"},{"key":"e_1_2_1_16_1","doi-asserted-by":"publisher","DOI":"10.1287\/orsc.1030.0047"},{"key":"e_1_2_1_17_1","doi-asserted-by":"crossref","unstructured":"Child J. 1998. Trust and international strategic alliances: The case of sino-foreeign joint ventures. In Trust Within and Between Organizations C. Lane and R. Bachmann Eds. Oxford University Press 241--272. Child J. 1998. Trust and international strategic alliances: The case of sino-foreeign joint ventures. In Trust Within and Between Organizations C. Lane and R. Bachmann Eds. Oxford University Press 241--272.","DOI":"10.1093\/oso\/9780198293187.003.0010"},{"key":"e_1_2_1_18_1","volume-title":"Modern Methods for Business Research","author":"Chin W."},{"key":"e_1_2_1_19_1","unstructured":"Choi S.-Y. Stahl D. O. and Whinston A. B. 1997. The Economics of Electronic Commerce. Macmillan Technical. Choi S.-Y. Stahl D. O. and Whinston A. B. 1997. The Economics of Electronic Commerce . Macmillan Technical."},{"key":"e_1_2_1_20_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.ejor.2010.05.038"},{"key":"e_1_2_1_21_1","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jibs.8400422"},{"key":"e_1_2_1_22_1","unstructured":"CNNIC. 2007. Statistical survey report on the Internet development in China. http:\/\/www.cnnic.cn\/index\/0E\/00\/11\/index.htm. CNNIC. 2007. Statistical survey report on the Internet development in China. http:\/\/www.cnnic.cn\/index\/0E\/00\/11\/index.htm."},{"key":"e_1_2_1_23_1","unstructured":"Coleman R. 1990. Foundations of Social Theory. Belknap Press Cambridge MA. Coleman R. 1990. Foundations of Social Theory. Belknap Press Cambridge MA."},{"key":"e_1_2_1_24_1","volume-title":"Trust: Making and Breaking Cooperative Relations","author":"Dasgupta P."},{"key":"e_1_2_1_25_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.49.10.1407.17308"},{"key":"e_1_2_1_26_1","doi-asserted-by":"publisher","DOI":"10.5465\/amr.1998.926629"},{"key":"e_1_2_1_27_1","doi-asserted-by":"publisher","DOI":"10.5555\/1405871"},{"key":"e_1_2_1_28_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10683-006-4307-4"},{"key":"e_1_2_1_29_1","doi-asserted-by":"crossref","unstructured":"Fang Y. Qureshi I. Sun H. P. M. Ramsey E. and Lim K. 2014. Trust satisfaction and repurchase intention c the moderating role of perceived effectiveness of e-commerce institutional mechanism. MIS Quart. To appear. Fang Y. Qureshi I. Sun H. P. M. Ramsey E. and Lim K. 2014. Trust satisfaction and repurchase intention c the moderating role of perceived effectiveness of e-commerce institutional mechanism. MIS Quart. To appear.","DOI":"10.25300\/MISQ\/2014\/38.2.04"},{"key":"e_1_2_1_30_1","doi-asserted-by":"publisher","DOI":"10.1287\/orsc.9.4.471"},{"key":"e_1_2_1_31_1","doi-asserted-by":"publisher","DOI":"10.1177\/002224378101800104"},{"key":"e_1_2_1_32_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1745-4565.1994.tb00581.x"},{"key":"e_1_2_1_33_1","doi-asserted-by":"publisher","DOI":"10.1177\/109467050024004"},{"key":"e_1_2_1_34_1","doi-asserted-by":"publisher","DOI":"10.1002\/mar.10084"},{"key":"e_1_2_1_35_1","first-page":"65","article-title":"It is not enough to be responsive: The role of cooperative intentions in MRP II adoption","volume":"31","author":"Gefen D.","year":"2000","journal-title":"The DATABASE Adv. Inf. Syst."},{"key":"e_1_2_1_36_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0305-0483(02)00032-4"},{"key":"e_1_2_1_37_1","doi-asserted-by":"publisher","DOI":"10.5555\/2017181.2017185"},{"key":"e_1_2_1_38_1","doi-asserted-by":"publisher","DOI":"10.1108\/eb054784"},{"key":"e_1_2_1_39_1","doi-asserted-by":"publisher","DOI":"10.1016\/0166-3615(91)90052-B"},{"key":"e_1_2_1_40_1","unstructured":"Hair J. Anderson R. and Tatham R. 1998. Multivariate Analysis. Prentice Hall International Englewood NJ. Hair J. Anderson R. and Tatham R. 1998. Multivariate Analysis. Prentice Hall International Englewood NJ."},{"key":"e_1_2_1_41_1","unstructured":"Hall E. T. 1976. Beyond Culture. Anchor Press Garden City CA. Hall E. T. 1976. Beyond Culture . Anchor Press Garden City CA."},{"key":"e_1_2_1_42_1","first-page":"40","article-title":"Trust and the virtual organization","volume":"73","author":"Handy C.","year":"1995","journal-title":"Harvard Bus. Rev."},{"key":"e_1_2_1_43_1","doi-asserted-by":"publisher","DOI":"10.1080\/07421222.1998.11518187"},{"key":"e_1_2_1_44_1","unstructured":"Hofstede G. 1980. Culture\u2019s Consequences. Sage Beverly Hills CA. Hofstede G. 1980. Culture\u2019s Consequences. Sage Beverly Hills CA."},{"key":"e_1_2_1_45_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1559-1816.1999.tb01392.x"},{"key":"e_1_2_1_46_1","doi-asserted-by":"publisher","DOI":"10.1287\/orsc.14.1.81.12807"},{"key":"e_1_2_1_47_1","doi-asserted-by":"publisher","DOI":"10.1086\/209250"},{"key":"e_1_2_1_48_1","first-page":"2","article-title":"Consumer trust in an internet store: A cross-cultural validation","volume":"5","author":"Jarvenppa S.","year":"1999","journal-title":"J. Comput. Mediated Comm."},{"key":"e_1_2_1_49_1","doi-asserted-by":"publisher","DOI":"10.1017\/S0021911809991562"},{"key":"e_1_2_1_50_1","volume-title":"Opening Up Education: The Collective Advancement of Education Through Open Technology, Open Content, and Open Knowledge","author":"Kahle D."},{"key":"e_1_2_1_51_1","doi-asserted-by":"publisher","DOI":"10.2753\/MIS0742-1222240103"},{"key":"e_1_2_1_52_1","first-page":"84","article-title":"Comparison of trust sources and an online market-maker in the e-marketplace: Buyer\u2019s and seller\u2019s perspectives","volume":"47","author":"Kim M.","year":"2006","journal-title":"J. Comput. Inf. Syst."},{"key":"e_1_2_1_53_1","doi-asserted-by":"publisher","DOI":"10.4018\/joeuc.2009010102"},{"key":"e_1_2_1_54_1","volume-title":"Proceedings of the 45th Annual Conference of the Architectural Science Association.","author":"Kocaballi B."},{"key":"e_1_2_1_55_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.im.2003.08.004"},{"key":"e_1_2_1_56_1","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.32.2.311"},{"key":"e_1_2_1_57_1","doi-asserted-by":"publisher","DOI":"10.1080\/10864415.2001.11044227"},{"key":"e_1_2_1_58_1","first-page":"63","article-title":"The industrialization of service","volume":"9","author":"Levitt T.","year":"1976","journal-title":"Harvard Bus. Rev."},{"key":"e_1_2_1_59_1","volume-title":"Proceedings of the Pacific Asia Conference on Information Systems.","author":"Li D."},{"key":"e_1_2_1_60_1","volume-title":"Proceedings of the Pacific Asia Conference on Information Systems.","author":"Liang Z."},{"key":"e_1_2_1_61_1","doi-asserted-by":"publisher","DOI":"10.1207\/s15327906mbr3001_3"},{"key":"e_1_2_1_62_1","doi-asserted-by":"publisher","DOI":"10.1080\/10864415.2004.11044321"},{"key":"e_1_2_1_63_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0268-4012(98)00031-0"},{"key":"e_1_2_1_64_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0378-7206(96)00009-2"},{"key":"e_1_2_1_65_1","unstructured":"McKenzie H. 2007. Foreign Internet players battle mainland challenges. Media Hong Kong Jan. 12. http:\/\/www.campaignasia.com\/Article\/201511 Foreign+internet+players+battle+mainland+challenges.aspx. McKenzie H. 2007. Foreign Internet players battle mainland challenges. Media Hong Kong Jan. 12. http:\/\/www.campaignasia.com\/Article\/201511 Foreign+internet+players+battle+mainland+challenges.aspx."},{"key":"e_1_2_1_66_1","doi-asserted-by":"publisher","DOI":"10.5465\/amr.1998.926622"},{"key":"e_1_2_1_67_1","doi-asserted-by":"publisher","DOI":"10.1287\/isre.13.3.334.81"},{"key":"e_1_2_1_68_1","doi-asserted-by":"publisher","DOI":"10.1108\/02634500310465461"},{"key":"e_1_2_1_69_1","doi-asserted-by":"publisher","DOI":"10.1509\/jmkg.64.3.50.18024"},{"key":"e_1_2_1_70_1","doi-asserted-by":"publisher","DOI":"10.1002\/(SICI)1520-6653(199924)13:1<5::AID-DIR2>3.0.CO;2-9"},{"key":"e_1_2_1_71_1","volume-title":"Readings in Cross-Cultural Psychology","author":"Morsbach H."},{"key":"e_1_2_1_72_1","doi-asserted-by":"publisher","DOI":"10.1145\/256175.256196"},{"key":"e_1_2_1_73_1","doi-asserted-by":"publisher","DOI":"10.2307\/249392"},{"key":"e_1_2_1_74_1","volume-title":"Proceedings of the International Conference on Information Systems (ICIS\u201908)","author":"Ou C. X. J."},{"key":"e_1_2_1_75_1","doi-asserted-by":"publisher","DOI":"10.1142\/S0219649203000358"},{"key":"e_1_2_1_76_1","doi-asserted-by":"publisher","DOI":"10.5555\/1288216.1288221"},{"key":"e_1_2_1_77_1","doi-asserted-by":"publisher","DOI":"10.1287\/isre.1040.0015"},{"key":"e_1_2_1_78_1","doi-asserted-by":"publisher","DOI":"10.1287\/isre.1060.0106"},{"key":"e_1_2_1_79_1","first-page":"2","article-title":"Social networks, rule of law and economic growth in China: The elusive pursuit of the right combination of private and public ordering","volume":"31","author":"Peerenboom R.","year":"2002","journal-title":"Global Econ. Rev. Perspect. East Asian Econ. Industr."},{"key":"e_1_2_1_80_1","doi-asserted-by":"publisher","DOI":"10.1080\/07421222.2003.11045777"},{"key":"e_1_2_1_81_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.leaqua.2003.08.002"},{"key":"e_1_2_1_82_1","volume-title":"Global Information Systems and Technology","author":"Raman K."},{"key":"e_1_2_1_83_1","doi-asserted-by":"publisher","DOI":"10.1016\/0024-6301(94)00071-C"},{"key":"e_1_2_1_84_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.41.11.1720"},{"key":"e_1_2_1_85_1","first-page":"289","article-title":"Flexibility in manufacturing: A survey","volume":"2","author":"Sethi A. K.","year":"1990","journal-title":"Int. J. Flexible Manufact. Syst."},{"key":"e_1_2_1_86_1","doi-asserted-by":"publisher","DOI":"10.1007\/s12525-008-0001-z"},{"key":"e_1_2_1_87_1","unstructured":"SinoCast. 2007. eBay to rejoin Chinese online auction market. http:\/\/www.mobilitytechzone.com\/news\/2007\/06\/26\/2742294.htm. SinoCast. 2007. eBay to rejoin Chinese online auction market. http:\/\/www.mobilitytechzone.com\/news\/2007\/06\/26\/2742294.htm."},{"key":"e_1_2_1_88_1","doi-asserted-by":"publisher","DOI":"10.1287\/orsc.14.1.5.12810"},{"key":"e_1_2_1_89_1","doi-asserted-by":"publisher","DOI":"10.5555\/1288216.1288222"},{"key":"e_1_2_1_90_1","doi-asserted-by":"publisher","DOI":"10.1177\/1470595805054493"},{"key":"e_1_2_1_91_1","first-page":"61","article-title":"Toward a generic model of trust for electronic commerce","volume":"5","author":"Tan Y.","year":"2001","journal-title":"Int. J. Electron. Commerce"},{"key":"e_1_2_1_92_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jom.2010.11.009"},{"key":"e_1_2_1_93_1","doi-asserted-by":"publisher","DOI":"10.1037\/0022-3514.39.5.806"},{"key":"e_1_2_1_94_1","doi-asserted-by":"publisher","DOI":"10.5465\/amr.1998.926624"},{"key":"e_1_2_1_95_1","doi-asserted-by":"publisher","DOI":"10.1086\/467284"},{"key":"e_1_2_1_96_1","doi-asserted-by":"publisher","DOI":"10.1080\/10196780500209010"},{"key":"e_1_2_1_97_1","doi-asserted-by":"publisher","DOI":"10.1080\/10641734.2006.10505193"},{"key":"e_1_2_1_98_1","doi-asserted-by":"publisher","DOI":"10.1177\/0165551505052472"},{"key":"e_1_2_1_99_1","doi-asserted-by":"publisher","DOI":"10.1007\/BF02249397"}],"container-title":["ACM Transactions on Management Information Systems"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/2576756","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/dl.acm.org\/doi\/pdf\/10.1145\/2576756","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,6,18]],"date-time":"2025-06-18T20:13:59Z","timestamp":1750277639000},"score":1,"resource":{"primary":{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/2576756"}},"subtitle":["The Impact of Process Flexibility and Perceived Control"],"short-title":[],"issued":{"date-parts":[[2014,4]]},"references-count":99,"journal-issue":{"issue":"1","published-print":{"date-parts":[[2014,4]]}},"alternative-id":["10.1145\/2576756"],"URL":"https:\/\/doi.org\/10.1145\/2576756","relation":{},"ISSN":["2158-656X","2158-6578"],"issn-type":[{"value":"2158-656X","type":"print"},{"value":"2158-6578","type":"electronic"}],"subject":[],"published":{"date-parts":[[2014,4]]},"assertion":[{"value":"2013-01-01","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2014-01-01","order":1,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2014-04-01","order":2,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}