E-readiness and trust: Macro and micro dualities for e-commerce in a global environment

Pierre Berthon, Leyland Pitt, Dianne Cyr, Colin Campbell

Research output: Contribution to journalArticleResearchpeer-review

35 Citations (Scopus)


Purpose - The paper s aim is to create a framework for national readiness and receptivity to e-commerce at both the business to business (B2B) as well as business to consumer (B2C) levels. Design/methodology/approach - Relevant literature on e-readiness is discussed in light of research on corruption and national values. A model is formulated at the macro level in which e-readiness is predicted to be related to national culture values and corruption. Analysis at the micro level rests on existing literature related to trust and web site usability. Findings - At the macro level of analysis, levels of perceived corruption within a country, and overarching national values are identified as significant contributors to e-readiness especially in the B2B realm. At a more micro level, it is proposed that individual expectations regarding ability to trust an online vendor, and the suitability of usability characteristics of web site design contribute to e-readiness at the B2C level. Taken together, macro and macro factors jointly contribute to a nation s readiness and receptivity to e-commerce. Research limitations/implications - The empirical work presented is based on aggregate level data from only one point in time. Results only provide generalized trends that may not be representative of all firms in a country or still applicable in the present time. Practical implications - Practitioners are challenged to think beyond technological readiness and address factors such as corruption, national culture, and web design before entering new markets. Originality/value - This paper identifies aspects of e-readiness beyond purely technical infrastructure and provides a fresh empirical model. This study uniquely considers both micro and macro level characteristics that contribute to e-readiness.
Original languageEnglish
Pages (from-to)700 - 714
Number of pages15
JournalInternational Marketing Review
Issue number6
Publication statusPublished - 2008
Externally publishedYes

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