The research findings also have practical implications for online risk relief service
providers.
Consumers from collectivism cultures generally have lower risk perception than consumers from individualist cultures, and have less intention to use the risk relief services like OES for BIN transactions.
Thus, for e-market companies and risk relief service providers to enter the Asian countries of collectivist cultures, it is necessary to lower the fee rate of service to attract usage.
In addition, the risk relief service providers are suggested to make product and seller differentiation for their pricing strategy.
For example, applying dynamic fee rates to products of different prices and sellers of different reputation ratings.
Such pricing strategy has actually been adopted by Alipay, the payment system on Taobao.com, and proved to be successful