Trust in B2C e-commerce: the New Zealand Maori internet shopper

This chapter identifies relevant factors of Maori trust in terms of encouraging online shopping of B2C e-commerce by Maori in New Zealand. The concepts of trust, risk and reputation are used to explore the uptake of Internet shopping in a B2C context by Maori, a minority - but significant - radical group, in New Zealand. Reputation and adoption of e-commerce in Maori culture emanates from family and tribe, typically by word of mouth. This chapter suggests that specific cultures like the Maori have different elements in their trust of e-commerce, which needs to be addressed to encourage broader use.