Impact of Hofsted's Culture on Customer's Trust in Online Shopping Considering the Mediatory Role of the Customer's Perception of Corporation

With increase in the sales of goods and services via the internet and the widespread deployment of electronic commerce، trust in electronic commerce becomes a vital element. Many factors influence on customer’s trust. The current study use structural equation modeling to study the relationship among hofsted’s culture and online shopping، with regard the meditational effects customer’s perception to corporation. This study includes all hofsted cultural dimensions، that first time is that is done in Iran. Validity was accepted by factor analysis and reliability was accepted by Cronbach’s alpha scores. From students of Ferdowsi University of Mashhad in 1391-92 years، as the sample of statistical methods and survey research، 384 questionnaires were collected. PLS method was used for data analysis. Findings، in general، showed that masculinity/ Femininity influence on customer’s perception about of corporation reputation. Also، the customer’s perception about of reputation & size corporation influence on customer’s trust in online shopping. The customer’s perception about of reputation & size corporation had a meditational role in the relationship between the masculinity/ Femininity and the customer’s trust in online shopping. Limitation include culture quantative analyzing، but culture is a qualitative conception.